Ferrari CEO Benedetto Vigna confirmed that the $640,000 Luce, the company’s first all-electric car, is already receiving orders from both existing and new customers. The order book extends toward the end of 2027, according to Bloomberg.
The announcement comes just days after the Luce’s Rome unveiling triggered a 6% stock drop and a brutal wave of design criticism online, with former Ferrari boss Luca di Montezemolo himself telling Italian media to “at least take the prancing horse off.”
Orders rolling in despite the noise
Vigna’s comments represent the first concrete data point about customer appetite for the Luce since Ferrari showed the car in full for the first time on Sunday. The five-seat, four-door EV packs 1,050 hp from four motors, 530 km of WLTP range, and an 800V architecture — wrapped in a design that has divided opinion sharply.
Ferrari (RACE) shares dropped as much as 8% in the days following the unveiling, wiping out billions in market cap, but it has since recovered more than 3%.. The internet compared the Luce to everything from a Honda Accord to a luxury toaster. Italian Deputy Prime Minister Matteo Salvini called it “outrageously expensive.”
But as we noted when the stock dropped, the pattern is nearly identical to Ford’s Mustang Mach-E reveal in 2019, which drew equally savage reactions from loyalists before going on to outsell the gas Mustang. Early internet outrage is a terrible predictor of actual sales performance.
What this means for Vigna’s EV push
The order data should give Vigna breathing room in his electrification push at Ferrari The biggest risk we identified after the stock drop wasn’t that the Luce would flop commercially — Ferrari sells out of everything it makes — but that the negative reaction would convince leadership that the EV bet was a mistake, right when Porsche and Lamborghini have been pulling back on their own electrification programs.
Orders extending into late 2027 for a car that starts deliveries in October 2026 suggests the customer base, at least the ones writing checks, is more receptive than the internet mob.
Vigna described the Luce as the result of five years of work, and the electric platform, albeit not the most efficient by far, is genuinely extraordinary — F80-derived motors at each wheel, independent torque vectoring, active suspension with no anti-roll bars, rear-wheel steering, and a center of gravity 95 mm lower than the Purosangue. Ferrari built what looks like the most advanced performance electric platform in the industry, and strong early order activity gives them every reason to keep investing in it.
Electrek’s Take
This is good news, and it should give Vigna more room to continue pursuing Ferrari’s electrification effort. But it doesn’t necessarily mean there’s real organic demand for the Luce.
There’s a sort of unwritten rule in the Ferrari collector world: buying new models, especially polarizing or unconventional ones, helps you secure a place in the order books for Ferrari’s ultra-exclusive limited editions. The allocation system is notoriously selective, favoring VIP clients with extensive purchase histories and high-option builds. Many collectors buy every new Ferrari not because they love the car, but because saying no risks losing their spot in the queue for the next invite-only hypercar.
So some of these Luce orders might just be collectors scoring points with Maranello rather than expressing genuine enthusiasm for a $640,000 electric sedan. That’s the nature of the Ferrari ecosystem, and it means early order numbers should be taken with a grain of salt.
But here’s the thing — who knows. Maybe these collectors take delivery, drive the 1,050 hp quad-motor EV on a mountain road, and it changes their minds entirely. Maybe the Torque Shift Engagement system and the amplified motor sound win them over the way no spec sheet ever could. Ferrari’s own pitch for the Luce was always that the car needed to be driven to be understood, and a few hundred wealthy skeptics getting behind the wheel could do more for the EV conversation in that demographic than any amount of internet discourse.
We’ll see.
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