Ferrari CEO Benedetto Vigna said Tuesday that the entire 2027 production run of the Luce, the company’s first electric car, is fully allocated. Every vehicle Ferrari plans to build next year already has a buyer, and first deliveries are expected to begin in the fourth quarter.
The five-seater EV, designed by Apple’s longtime design chief Jony Ive, was widely mocked when it debuted in May, sending Ferrari’s stock price lower. Vigna said the negative reception had not dampened demand.
“If someone comes, he has to wait one year to get the cars,” Vigna said. The Luce carries a starting price of about $615,000, though Ferrari has not publicly disclosed how many units it plans to produce. The Financial Times reported earlier this year, citing unnamed sources, that the company planned to sell just under 500 units this year. It also reported a longer-term target of 2,500 vehicles by 2030.
Vigna declined to provide a breakdown of who the Luce buyers are, saying there was a “good mix in terms of client” and “a good mix also in terms of geography,” and adding that there was no specific pattern or demographic of Luce buyers.
Ferrari’s existing lineup and growing demand for vehicle customization helped fuel the company’s financial results. Executives said revenue from customizations accounted for more than 21% of revenue from cars and spare parts. The company raised its full-year adjusted earnings guidance to at least €3 billion ($3.36 billion). Ferrari reported third-quarter revenue of €1.9 billion, up 7% from a year earlier, and net income of €431 million, up 13%, with an operating margin of 29.7%.
Analysis
Why This Matters
- Ferrari's success with the Luce demonstrates that luxury brand cachet can outweigh initial negative public reception in the premium EV market.
- The high-margin customization trend is significantly bolstering the automaker's profitability, accounting for over a fifth of vehicle and parts revenue.
- The fully allocated production run sets a strong benchmark for the early market reception of ultra-luxury electric vehicles from traditional automakers.
Background
The Luce is Ferrari's first fully electric vehicle. Designed by Jony Ive, the former design chief of Apple, the five-seater was unveiled in May 2026 to a largely negative critical reception. The negative press initially caused the company's stock to dip, but the vehicle's commercial prospects have proven to be far more resilient than its public perception.
What to Watch
- The first Luce deliveries, expected in the fourth quarter, will reveal the vehicle's real-world reception and whether the hype translates to on-the-road status.
- How the company sustains demand for an entirely sold-out year and whether production targets can scale without diluting exclusivity.
- The reaction of Ferrari's stock price now that the initial mockery of the design has been overtaken by evidence of robust commercial demand.
Checked
12 claims in this story checked against 1 source: 12 supported.
Show each claim
- SupportedFerrari’s Luce EV is polarizing and its 2027 production run is sold out.TechCrunch: “Ferrari’s controversial Luce EV is sold out for 2027. The Luce, Ferrari’s first electric car and one of its most polarizing models, isn’t just selling. It’s selling out.”
- SupportedThe Luce was mocked at its debut.TechCrunch: “The five-seater EV designed by Jony Ive, Apple’s longtime design chief, was mocked and widely panned when it debuted in May”
- SupportedCEO Benedetto Vigna said every Luce planned for 2027 already has a buyer.TechCrunch: “The 2027 production run of the Luce, which starts at about $615,000, is “fully allocated,” Vigna said Tuesday during the company’s third-quarter earnings call, meaning every car Ferrari plans to build next year already has a buyer.”
- SupportedFerrari raised its full-year adjusted earnings guidance.TechCrunch: “As a result, the company raised its full-year guidance, saying it now expects adjusted earnings of at least €3 billion ($3.36 billion), up from €2.97 billion.”
- SupportedFirst Luce deliveries are expected to begin in the fourth quarter.TechCrunch: “The first deliveries of the Luce are expected to begin in the fourth quarter.”
- SupportedVigna said, “If someone comes, he has to wait one year to get the cars.”TechCrunch: ““If someone comes, he has to wait one year to get the cars,” Vigna added.”
- SupportedThe Luce is a five-seater EV designed by Jony Ive, Apple’s longtime design chief.TechCrunch: “The five-seater EV designed by Jony Ive, Apple’s longtime design chief”
- SupportedThe debut sent Ferrari’s stock price lower.TechCrunch: “was mocked and widely panned when it debuted in May, sending Ferrari’s stock price lower.”
- SupportedThe Luce starts at about $615,000.TechCrunch: “The 2027 production run of the Luce, which starts at about $615,000”
- SupportedFerrari raised adjusted earnings guidance to at least €3 billion ($3.36 billion).TechCrunch: “the company raised its full-year guidance, saying it now expects adjusted earnings of at least €3 billion ($3.36 billion), up from €2.97 billion.”
- SupportedFerrari reported third-quarter revenue of €1.9 billion, up 7% from a year earlier.TechCrunch: “Ferrari reported third-quarter revenue of €1.9 billion, up 7% from a year earlier”
- SupportedFerrari reported third-quarter net income of €431 million, up 13%.TechCrunch: “and net income of €431 million, up 13%.”
