Ferrari’s first electric car was never going to arrive quietly, and the Luce has already become one of the most discussed new models in Maranello’s modern era.
The all-electric sedan split opinion when it broke cover, but buyer interest appears to be moving faster than the debate around it.
Ferrari is understood to have reached its 500-car sales target for 2026 within roughly two months, a sharp early signal for a brand entering unfamiliar territory.
At a glance
- Ferrari’s all-electric Luce sedan is said to have filled its 2026 target of 500 units within weeks of launch.
- China has emerged as an early strong market, with its 88-car allocation understood to be sold out almost immediately.
- The first production example, chassis 0, is headed to RM Sotheby’s Monterey sale and may exceed $1.1 million.
A divisive Ferrari finds real-world buyers
The Luce matters because it isn’t just another new Ferrari body style.
It represents the company’s first fully electric production car, and in sedan form, it also steps well outside the silhouette most buyers associate with the marque.
That combination made the car a lightning rod at launch, particularly online, where any electric Ferrari was always going to face scrutiny from purists.
Yet the early commercial picture points in a different direction.
A full 2026 target of 500 units would be modest by mass-market EV standards, but for Ferrari it fits the brand’s familiar rhythm of tightly managed supply, carefully staged production and high-margin exclusivity.
China and Thailand are showing strong early appetite
China appears to be one of the Luce’s most important early markets.
The country’s allocation of 88 cars is understood to have sold out almost instantly, despite the car’s polarising reception elsewhere.
Local pricing is around 3.988 million yuan, roughly $586,000, which puts it below the European figure attached to the model.
Thailand is shaping up as another enthusiastic market, with demand building ahead of deliveries expected in late 2027.
The pricing picture there is very different, with the Luce expected to cost around 33.84 million baht, or more than $1 million.
That is substantially above the European price of €550,000, yet the premium doesn’t appear to have cooled interest from prospective buyers.
Chassis 0 brings the Luce to Monterey
Before customer cars become a familiar sight in private collections, the first production Luce is heading to auction.
Chassis 0 is scheduled for RM Sotheby’s Monterey sale, placing the car directly in front of the collector audience most attuned to Ferrari firsts.
Early expectations suggest it could bring more than $1.1 million, a figure that would reflect both the car’s historical position and the scarcity surrounding Ferrari’s first EV.
For collectors, that first-build status may matter as much as the powertrain itself.
Ferrari’s electric era will not be judged by one car alone, but the Luce has already shown that the brand’s buyers are willing to follow it into new territory.
Details & Specifications
| Brand | Ferrari |
|---|---|
| Model | Luce |
| Body style | Sedan |
| Powertrain | All-electric |
| 2026 sales target | 500 units |
| China allocation | 88 units |
| China price | About 3.988 million yuan, roughly $586,000 |
| European price | €550,000, about $637,507 |
| Thailand expected price | About 33.84 million baht, over $1 million |
| Thailand deliveries | Expected from late 2027 |
| Notable auction car | First production model, chassis 0 |
| Auction venue | RM Sotheby’s Monterey sale |
The Luce may continue to divide Ferrari traditionalists, but the order book suggests the conversation has already moved beyond whether an electric Ferrari can attract buyers.
