Against The Current
Given the criticism around the Ferrari Luce and its design, one might expect it to have a disastrous sales outlook. But so far, that does not seem to be the case. Over in China, the Luce reportedly sold out its 88 allocations immediately, which is even more noteworthy given the Italian marque’s declining market share amid the rise of several lower-cost alternatives from brands like BYD.
According to CarNewsChina, the Luce was launched in China with a retail price of 3,988,000 yuan, or about $587,000 at current exchange rates. The report stated that the Prancing Horse-branded EV arrived with “an unexpected 7% discount” relative to its European price of 550,000 euros, or about $626,000. That stands in sharp contrast to the report from Thailand’s The Nation, which stated that the model is expected to start at 33.84 million baht, or around $1.04 million, in the Land of Smiles. Regardless, the big story here is that Ferrari reportedly sold out the Luce immediately amid all the controversy and doubt.
Performance Without The Premium
As mentioned, Ferrari has faced challenges in China as local brands continue to offer more affordable EVs with impressive specs. One example is the Yangwang U9, an all-electric sports car whose track-focused version, the Xtreme, clocked a sub-seven-minute lap at the Nürburgring in Germany. For the record, that was about six seconds faster than the Rimac Nevera.
The standard Yangwang U9 is equipped with a four-motor setup delivering 1,287 horsepower, roughly 250 hp more than the Luce. It also has a slightly quicker 0 to 100 km/h (62 mph) sprint claim of 2.36 seconds, compared with the Ferrari’s 2.5 seconds. All that comes at a price of just over $260,000.
Then again, owning a Ferrari is about prestige and status, so it is unlikely that all 88 Chinese buyers seriously cross-shopped the Luce against its alternatives. Still, it shows how many Chinese EVs are now delivering strong numbers on paper while keeping prices relatively attainable.
Beyond The Sellout
If sales appear to be holding up despite the criticism, the more interesting test will come once deliveries begin and independent reviews are released. That should help show whether the criticism was warranted. It may also have little to do with Ferrari’s purchasing system, after the automaker denied allegations that buying a Luce would provide access to special models or move current customers up the waiting list.
In the U.S., the Luce is expected to start deliveries in 2027.
