Despite Criticism, Ferrari's First EV Sells Out in China
Ferrari’s first electric vehicle has sparked debate among enthusiasts worldwide, many of whom have scoffed at it, but wealthy buyers in China appear far less bothered. Despite lengthy online arguments over the Luce’s unconventional design and the absence of a conventional engine, Ferrari seems to have received a warm welcome in its second-largest market, based on the latest sales reports.
Carscoops reported on Monday local time that the 88-unit allocation for the Chinese market this year reportedly sold out shortly after the Luce was launched at a price of 3.988 million yuan, or approximately Rp10.5 billion. The news drew attention because it contrasted sharply with the mixed reactions the electric vehicle has received in Europe and North America.
However, the reality may not be so straightforward. According to a follow-up report by Beijing Business Today, Ferrari sales staff in Beijing denied claims that orders had been halted because the entire quota was sold out.
China is a crucial market for the Luce. Previous reports revealed that Ferrari’s sales in the country fell from around 1,500 units per year in 2022 to approximately 900 units in 2025. Part of this decline is attributed to high taxes on luxury internal combustion engine vehicles, as well as the difficulty of obtaining licence plates for petrol or diesel cars in major cities.
As an electric vehicle, the Luce offers easier licence plate acquisition and is also exempt from the 40 per cent consumption tax applied in China. In fact, at a price of approximately 586,600 US dollars, the Luce is about 53,000 US dollars cheaper in China than in the United States.
Nevertheless, it remains expensive compared to more affordable Chinese-made electric vehicles, some of which even offer faster performance and greater power. However, the Luce is positioned as a five-seat grand tourer, not a pure supercar. Furthermore, the Luce is likely to be a far more exclusive model. Industry observers estimate that Ferrari will produce fewer than 1,000 units of the Luce each year, possibly even fewer than 800 units annually, although the company never officially discloses production numbers until a model is discontinued.