Ferrari Luce 2026 Allocation Filled as Chinese Orders Push Deliveries to 2027

Key points

• Ferrari’s 2026 production target for the Luce, set at under 500 units, was reportedly reached by early July, two months after the car’s debut.
• Chinese market orders for the Luce have reportedly exceeded 500 units, pushing new customer deliveries into the third quarter of 2027.
• The Luce is priced at 3,988,000 yuan in China and €550,000 in Europe, with the lower Chinese price reflecting regional tax treatments rather than a competitive strategy.
• Ferrari has denied that purchasing the Luce is a prerequisite for buying future limited-production V12 models, though it targets tech-savvy wealthy buyers in China and Silicon Valley.
• The car features an 800V architecture, 122 kWh battery, and quad-motor system producing 1,035 hp, with a claimed 0–100 km/h time of 2.5 seconds.

Background

The Luce, designed by former Apple executive Jony Ive, launched in May 2026 amid significant controversy. Its unconventional styling drew criticism from traditional Ferrari enthusiasts and investors, leading to a 8% drop in Ferrari’s share price and calls from former chair Luca Cordero di Montezemolo to remove the prancing horse badge. Despite this backlash, the car has found strong demand in China, where 88 initial allocations were reportedly sold out within 72 hours of the Shanghai debut. Ferrari has set a long-term target of producing 2,500 Luce units by 2030, representing about 5% of its total annual sales.

How outlets are covering it

The Financial Times emphasizes the Luce’s success in meeting its 2026 sales target despite polarizing design, highlighting strong uptake in China and positive feedback from US tech entrepreneurs. It notes that Ferrari’s CEO Benedetto Vigna believes the limited EV volumes will not hurt the company’s 30% operating margin. CarNewsChina focuses on the logistical details of the demand, reporting that 2026 allocations were filled within two months and that Chinese orders have pushed into 2027. It also clarifies that the '88-unit sellout' referred to dealer allocation quotas rather than confirmed customer deliveries. Both sources agree on the strong demand in China but differ in emphasis: the FT highlights the strategic and financial implications, while CarNewsChina details the market mechanics and pricing differences.

Why it matters

The Luce’s rapid sellout in China and the US signals a shift in luxury automotive demand toward electric vehicles among ultra-wealthy, tech-savvy buyers. Ferrari’s ability to meet its 2026 target despite controversy suggests that its brand and technology can overcome design backlash. The move to 2027 deliveries for new orders indicates sustained demand and may influence Ferrari’s future production and marketing strategies for EVs.

What to watch

Ferrari will report second-quarter earnings on Thursday, which may provide insights into the Luce’s impact on its financial performance. The company plans to auction its first Luce production car for charity at Monterey Car Week in August, with the model expected to sell for over $1.1 million. Ferrari has set a long-term target of producing 2,500 Luce units by 2030, and the company will continue to monitor demand and adjust its production and marketing strategies accordingly.