Ferrari says its 2027 Luce allocation is fully taken

The allocation is gone before the argument is

Ferrari will sell every Luce it builds next year, according to its chief executive. "Everything we plan to sell next year is already fully allocated," CEO Benedetto Vigna told reporters on 3 November at the company's third-quarter results [7].

Vigna said Ferrari was "very satisfied" with the car's reception and that customer test drives are scheduled for 2027, which the company expects to generate more interest [7]. First customer deliveries are due before the end of 2026 [7]. He also dismissed doubts about the build. "We have no critical issues, neither on manufacturing nor on demand side," he said, while conceding the Luce is more complex to produce because it carries so many new parts and technologies [7]. The car starts at $560,800 in the United States [7].

What Ferrari has not said is how many cars that allocation represents [7].

That gap matters because of the base it sits on. Ferrari sells fewer than 14,000 cars a year in total, and TechRadar noted the company does not have to win over the masses on Reddit [2]. The Financial Times reported in August that Ferrari had already reached its 2026 goal of just under 500 Luces in less than two months, helped by demand from China, a figure the company did not confirm [3]. Ferrari has published no unit target for either year [3][7].

What the backlash actually cost

The reception in May was not warm. Ferrari shares closed 8% lower in Milan on the first trading day after the exterior was unveiled, and the New York-listed shares were down 5% late in that session [3].

Former chairman Luca di Montezemolo joined the criticism, saying he hoped Ferrari would remove the prancing-horse badge from the vehicle [3]. Global marketing director Emanuele Carando said the company had expected a polarising reaction but "didn't expect such a magnitude" of negativity [3]. Product chief Gianmaria Fulgenzi said separately that the Luce "needs to be digested" [3]. The car was unveiled in May 2026 at 550,000 euros, about $638,400 at the time [4]. Purists objected to the styling and to the break with the marque's combustion-engine heritage, and the row raised questions about whether wealthy buyers would take a fully electric Ferrari [4].

The design drew most of the attention, and most of it was negative [2].

The $40m answer from Monterey

In August, a one-off Luce sold for $40 million at an RM Sotheby's auction during Monterey Car Week [4].

The car, known as Chassis 0, was built by Ferrari's Tailor Made division and design centre [4]. Ferrari said in a statement that the price set a world record for a new car sold at auction, beating the $26 million paid for a one-off Daytona SP3 in 2025 [4]. Proceeds go to education projects run through the Ferrari Foundation [3][4]. The buyer, who was not named, does not get the car straight away: it returns to Maranello after the auction and is handed over in the first quarter of 2027 [3]. The sale came less than three months after the May unveiling [3].

Bidding appeared to stall around $30 million before climbing again, according to the New York Post, whose publisher witnessed the sale [3]. The eventual buyer jumped from $36 million to the winning $40 million bid [3].

Chassis 0 is the first production Luce [7].

The design fight behind the numbers

The exterior came from LoveFrom, the studio run by former Apple designer Jony Ive, working with Ferrari chief designer Flavio Manzoni [2].

Ive defended the choices in an interview with Cleo Abram. "Multi-touch shouldn't be in a car, I believe," he said, arguing that basic functions should not require the driver to look away from the road [2]. He added that "the obvious thing or certainly the easy, lazy thing to do would be to mimic what people are familiar with" [2]. The industry was less kind. Analyst Pierre-Olivier Essig of AIR Capital told Bloomberg the car comes across as a "mix between a Honda Accord EV and Tesla 3" [2].

The specification is not in dispute: Ferrari quotes 530 km of range, a motor for each wheel, 2.5 seconds to 100 km/h and a top speed above 310 km/h [2][5].

Output figures differ between outlets. TechRadar cites up to 1,050 horsepower, while India TV News gives 1,036 bhp from the same four-motor layout [2][5]. India TV News also lists a 122 kWh battery and DC fast charging at up to 350 kW [5]. TechRadar reported that the design, rather than the numbers, attracted most of the attention [2].

What happens next

First customer cars are due before the end of 2026 [7].

Test drives begin in 2027, and Vigna expects them to bring in further orders [7]. Ferrari is developing more electric models and wants fully electric cars to account for 20 per cent of its range by 2030 [7]. The company has also said demand for the Luce is meeting its projections, with Vigna telling reporters in late July that orders were "in line with our expectations" and coming from existing clients and first-time customers [3].

One number is still missing from all of this: the size of the 2027 allocation [7].