Ferrari Luce China 'sellout' undercut by dealer reports
SkimNews Take
An 88-unit allocation across all of China is small enough that "instant sellout" barely functions as a demand signal — Ferrari appears to be using a deliberately tight production cap to generate scarcity headlines while keeping non-refundable deposits flowing from buyers beyond that cap.
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- Ferrari's 88-unit Chinese allocation of the Luce EV was reported by CarNewsChina to have sold out 'immediately,' with each priced at 3,988,000 yuan (~$586,000).
- Blue Whale Auto (Lanjinger) contacted multiple authorized Ferrari dealerships, all of whom said orders are still possible with 400,000–500,000 yuan non-refundable deposits to secure a first-batch spot.
- First-batch Luce deliveries are expected starting in Q3 next year, and no test drives are currently available — only one Italian-built engineering display vehicle is touring Asia.
- The Luce is Ferrari's first all-electric sedan, its first regular production sedan, and its first car penned by former Apple design chief Jony Ive, unveiled this past May.
- Ferrari's stock dropped over 6% in a single day after the Luce debut amid criticism that the car was 'too plain, too practical, too electric,' prompting the company to fire long-serving CMO Enrico Galliera.
- Galliera, before his ouster, denied a Bloomberg report to The Drive that dealers were forcing customers to buy a Luce in order to access Ferrari's more exclusive models.
Why it matters: Ferrari CEO Benedetto Vigna has pointed to Luce orders as proof the EV works commercially despite the backlash. But with dealers still taking deposits, the 88-unit 'sellout' likely reflects Ferrari's deliberately limited production allocation rather than verifiable demand — undercutting the public narrative Vigna is leaning on, and raising fresh questions about how Chinese dealers are positioning the car.
