Ferrari’s first electric vehicle, the Luce, has become a notable topic in the automotive world due to its polarizing design and strong sales performance. Designed by former Apple design chief Jony Ive, the five-seat EV faced considerable criticism when it launched in May, even impacting Ferrari’s stock price. Despite this, the demand for the Luce remains robust, with CEO Benedetto Vigna announcing during the company’s Q3 2026 earnings call that the entire production for 2027 is already fully allocated. Prospective buyers will have to wait at least a year to receive their vehicles.

The Luce's pricing starts at approximately $615,000, positioning it as a high-end luxury electric car. Although Ferrari has not disclosed exact production numbers, reports from the Financial Times earlier this year suggested the company aims to sell around 500 units in 2026 and increase annual sales to about 600 units by 2030. While the customer base’s specifics are undisclosed, Vigna mentioned the clientele is diverse both in terms of geography and demographic without a clear pattern emerging so far.

Even before the Luce’s deliveries begin, Ferrari’s overall financial performance has been strengthened by strong demand for its traditional lineup and customized options. Personalization features have become increasingly popular, contributing more than 21% of revenue from cars and spare parts. Such customization, along with the launch of limited-edition models like the F80 hypercar, indicates that Ferrari’s customers value exclusivity and unique expressions of their vehicles.

Ferrari’s solid Q3 2026 results underscore its continued profitability, with revenue hitting €1.9 billion, a 7% increase year-over-year, and net income rising 13% to €431 million. The company’s adjusted earnings forecast for the full year was raised to at least €3 billion ($3.36 billion) from the prior estimate of €2.97 billion. With an operating margin near 30%, Ferrari maintains one of the highest profit margins in the automotive industry, boosted further by its entry into the electric vehicle market with the Luce.