The EV’s shocking and unconventional design ignited a storm of negative reactions, but real buyers with deep pockets seem entirely unfazed.

Target Reached in Two Months

Sources familiar with the matter revealed that Ferrari expected to sell just under 500 units of the Luce during its first year on the market. That milestone was successfully reached merely two months after its official unveiling.

While double- and triple-digit numbers might sound modest, they are standard for an exclusive luxury marque:

• In 2025, Ferrari sold a total of just 13,640 vehicles worldwide.

• The Ferrari Luce starts at €550,000 (approximately $633,000).

• By 2030, the company plans to produce a total of 2,500 electric vehicles (roughly 600 units per year).

Designed by Ex-Apple Designer, Fueled by Backlash

The debut of the first "Prancing Horse" lacking a roaring internal combustion engine under the hood was bound to provoke controversy, but the sheer volume of backlash exceeded all expectations.

The hypercar’s exterior was penned by Jony Ive — Apple's legendary former design chief. However, brand purists were far from impressed by the avant-garde styling:

• On social media, the new model was widely mocked, with many comparing its silhouette to a $30,000 budget Nissan Leaf.

• Ferrari shares took an immediate dip following the announcement.

• Former Ferrari chairman Luca di Montezemolo called for the iconic badge to be removed from the Luce.

• Amid the fallout, the CEO of Lamborghini hastily declared he was glad his company decided to cancel the development of its own first EV.

• Facing relentless criticism, Ferrari's Chief Marketing Officer stepped down after 16 years with the company.

Despite the reputational turbulence and debates surrounding the "loss of brand soul," wealthy collectors have proven that Ferrari’s status and exclusivity sell exceptionally well — even without the soundtrack of a V12.