Ferrari Luce EV sells out its Chinese allocation amid mixed reactions
All 88 units of the Ferrari Luce electric sedan earmarked for China were allocated within days of launch, despite criticism that affected the company's stock and led to a senior marketing reshuffle.
Ferrari's first all-electric sedan, the Luce, was launched in May and quickly attracted criticism online for its design and electric powertrain, which contributed to a 6% drop in the automaker's share price and the dismissal of chief marketing and commercial officer Enrico Galliera. The company appointed former BMW Italy executive Massimiliano Di Silvestre as his replacement.
According to CarNewsChina, all 88 Luce units allocated to the Chinese market, priced at 3,988,000 yuan (about $586,000), were reserved almost immediately after the announcement. CEO Benedetto Vigna said the model continues to receive orders, suggesting that the negative commentary has not translated into reduced demand among affluent buyers.
A separate report claimed that Ferrari dealers might be requiring customers to purchase a Luce to access higher-priced models, a claim Galliera denied in an interview with The Drive, stating that the car was intended for a distinct target audience from the brand's traditional customers.
The rapid sell-out will be monitored as the first batch of Chinese buyers receive their vehicles and potentially move on to other Ferrari models.