Ferrari’s Electric Sports Car Luce Secures Full Order Allocation in China Despite Lower Pricing

• June 29, 2026

Ferrari’s first all-electric sports car, the Luce, has garnered a solid initial reception in the Chinese market, with all 88 allocated vehicles being claimed through pre-orders. This positive outcome contrasts with some early criticism the model faced, particularly after the departure of Ferrari’s marketing director.

Full allocation sold in China at lower pricing

While the electric Luce encountered some skepticism internationally, especially regarding its launch reception, the Chinese market appears to be embracing the model. The allotment set aside for the region has been fully booked, demonstrating a significant demand for Ferrari’s move into electrification in one of the world’s largest automotive markets.

Notably, the pricing for the Luce in China was positioned below its European offering. This strategic adjustment likely contributed to the complete absorption of the initial quota, making the vehicle more accessible to customers in the Chinese luxury sports car segment.

The Luce represents Ferrari’s entry into the electric vehicle sector with a focus on maintaining the brand’s signature sporty appeal alongside electrification. Despite initial narratives framing the model’s introduction as underwhelming, the pre-order success in China provides an early benchmark of market interest and commercial viability.

The full uptake of the Chinese quota could indicate Ferrari’s approach to balancing exclusivity and market demand, adjusting price points without compromising the brand’s prestige. This localized pricing strategy may also reflect differences in market dynamics and competition across regions.

Further details regarding Ferrari’s plans for broader distribution, production volumes, or adjustments in other markets have not been disclosed. However, the initial sales data from China suggests a strong appetite for luxury electric sports cars and may shape Ferrari’s future marketing and sales strategies for the Luce and other electrified models.

The success in China is an important milestone for Ferrari as the automotive industry continues shifting toward electric powertrains. It demonstrates that even established luxury performance brands can generate considerable interest and adapt to evolving consumer expectations within the electric vehicle landscape.

Ferrari’s electric sports car Luce has sold out its entire Chinese allocation of 88 units, achieved through a lower price than in Europe.