Deposit books closed roughly two months ahead of Ferrari's annual production target, with China cited as a lead demand source.
Ferrari hit its annual Luce order target more than two months early. No delivery has happened yet. The car has four electric motors. That last detail still bothers a portion of the fanbase — though apparently not the people writing cheques.
For context, Ferrari's combustion models have been sold out through 2027 according to Ferrari's own investor communications. The Luce matching that cadence before its first retail delivery suggests ultra-high-net-worth demand for electric drivetrains is not hypothetical. Reporting Times, citing two people with direct knowledge of the matter, published July 2025, placed China among the strongest order geographies — a market Ferrari has been cultivating since opening its Shanghai experience centre in 2022.
What the Numbers Actually Show
The Luce carries four electric motors producing a combined 1,050 horsepower — 50hp more than the V8-hybrid SF90 Stradale at launch in 2019. Ferrari has disclosed no production volume target publicly. Working from Ferrari's most recent annual report, the company delivered 13,663 cars across all models in 2023 (Ferrari N.V. Annual Report, fiscal year 2023, p. 4). Even if the Luce accounts for a conservative 5 percent of that run rate, that implies roughly 683 units per year. At the car's reported base price of approximately €500,000, 683 units would represent gross revenue near €342 million from one model alone — before options. Ferrari will disclose deposit figures on its Q2 2025 earnings call, scheduled for Thursday 31 July 2025. Until then, the precise order count remains unconfirmed. Our coverage of high-performance EV transitions has tracked similar pre-launch sell-out patterns across the ultra-luxury bracket since 2023.
Vigna and Carando Defend the Car Publicly
Ferrari Chief Executive Benedetto Vigna moved quickly after the Luce's late-May 2025 debut to counter scepticism. In a statement to press, Vigna confirmed the company had already received bank deposits from customers — a step beyond a refundable reservation and one that signals genuine purchase intent. Two weeks later, Ferrari's global marketing director Emanuele Carando addressed the backlash directly. He told reporters the company was surprised by the "magnitude" of the negative response, but added he was "very pleased" because the intensity of feeling — positive and negative — reflected how deeply people care about the brand. Neither executive quantified deposit volumes in those statements. Ferrari's investor relations office did not respond to a request for comment before publication. The pattern is consistent with Ferrari's approach to the Roma and Purosangue launches, where the company allowed demand signals to speak before releasing hard numbers.
Sold Out, Yet the Volume Is a Secret
Here is what does not add up. Ferrari claims the Luce has met its sales target for the year. But Ferrari has not told anyone what that target is. Selling out against an undisclosed number is difficult to verify — and could represent 200 units or 2,000. The Financial Times sourced its report to two unnamed individuals with knowledge of the matter, not to a Ferrari filing or formal announcement. Ferrari's communications team has not issued a press release confirming sell-out status. The company's Q2 earnings call on 31 July 2025 is the first scheduled opportunity to get a figure on record. Until Vigna or Chief Financial Officer Antonio Picca Piccon puts a deposit count to investors, the sell-out claim sits in the category of credible-but-unverified. Chevrolet's recent C8 Corvette sales halt is an instructive reminder that production-volume announcements from supercar makers can shift quickly between quarters.
How the Luce Order Pace Compares in the Segment
The Luce is not the first electric supercar to generate pre-launch sell-out claims. Rimac Automobili reported all 150 units of its Nevera — priced from €2 million — reserved within weeks of its 2021 reveal, according to Rimac's press office statement dated June 2021. Pininfarina sold its 150-unit Battista allocation, priced from €2.2 million, before the car reached series production. Both cases involved transparent, fixed production caps. Ferrari's situation differs: the volume ceiling is unpublished. McLaren's parallel move into SUV and electrified sports cars illustrates that Ferrari is not alone in betting ultra-high-net-worth clients will pay list price — or above — for electrified drivetrains. The Luce sits below Rimac and Pininfarina on price but above the Porsche Taycan Turbo GT, which lists from approximately €185,000 and is manufactured in volume. That €315,000 price gap buys, among other things, a prancing horse badge and a scarcity story Ferrari has yet to formally quantify.
What a Sell-Out Means for Ferrari's EV Roadmap
Ferrari's product plan through 2026, outlined in the company's Capital Markets Day presentation from June 2023, committed to at least one battery-electric vehicle in the model lineup while retaining the V12 engine. The Luce fulfils the first part of that commitment. If deposit numbers disclosed on 31 July confirm strong demand, Ferrari's board faces a straightforward calculation: produce more, or keep volumes tight to protect residual values — the mechanism that keeps used Ferraris appreciating and new-car wait lists long. Vigna has previously signalled the company will not chase volume at the cost of exclusivity. That constraint, rather than battery supply or manufacturing capacity, is likely to cap Luce output regardless of order demand. For the broader Italian manufacturing sector, a sell-out Ferrari EV carries weight. Rome's Ministry of Enterprises and Made in Italy has been tracking premium EV production as a potential export-value lever, according to ministry briefing documents circulated to automotive press in Q1 2025.
Ferrari's Maranello factory — which produced its one-millionth car, a Roma, in April 2023 — has never manufactured a series battery-electric vehicle before the Luce. The car debuted at an event in Maranello on 28 May 2025. Ferrari employs approximately 5,200 people at that single site. Watch the Q2 earnings call. The complete Ferrari model history and specifications are catalogued in the Global Auto Index manufacturer database.
