- Ferrari launched the Luce EV on May 25, aiming to sell just under 500 units this year.
- Shares fell 8.4% following the vehicle's debut, marking the largest daily decline for Ferrari this year.
- CEO Benedetto Vigna stated he 'would not change anything' about the Luce's launch despite criticism.
- The $600,000-plus Luce was originally received with an overwhelmingly negative response by just about everyone, including former Ferrari executive Luca di Montezemolo.
- Despite the criticism, Ferrari is pleased with the launch of the Luce all-electric vehicle, according to CEO Vigna.
- Vigna declined to disclose orders or expected sales for the Luce, but stated that the company’s order books are full through 2027.
Ferrari CEO Benedetto Vigna has stood firm in the face of backlash over the launch of the Luce EV, stating he 'would not change anything' despite the vehicle's controversial reception and an 8.4% drop in shares following its debut.13
The £550,000 (approximately $640,000) Luce was met with widespread criticism, including from former Ferrari executive Luca di Montezemolo, yet Vigna remains optimistic. He noted that the company’s order books are full through 2027, with the initial quota of 500 units sold out in less than two months after the May 25 launch.46
Despite the positive sales figures, the stock market reacted negatively, marking Ferrari's largest daily decline of the year. Shares fell 8.9% in early trading, reflecting investor concerns despite the company raising its full-year 2026 revenue guidance from $8.7 billion to $8.8 billion.2
Vigna declined to disclose specific order numbers or expected sales for the Luce, but emphasized that the company is pleased with the launch, indicating that it has achieved its initial goals.5
As Ferrari navigates this challenging landscape, it remains to be seen how the Luce will impact the brand's long-term reputation and financial performance.
“Despite an overwhelmingly negative response, Ferrari's CEO reported that the Luce's order books are full through 2027, with nearly 500 units sold in less than two months. The company raised its full-year 2026 revenue guidance from $8.7 billion to $8.8 billion, indicating confidence in its future performance.”
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