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Controversial Ferrari Luce EV is an instant sellout in China
Electrek • • business
Key Points:
- Ferrari's first all-electric sedan, the Luce, has faced significant online criticism for its design and electric nature, which caused a notable drop in Ferrari's stock and led to a change in the company's marketing leadership.
- Despite the backlash, all 88 units of the Ferrari Luce allocated to the Chinese market, priced at approximately $586,000 each, have been sold immediately, indicating strong demand among affluent buyers.
- Ferrari CEO Benedetto Vigna confirmed that the Luce is receiving numerous orders, suggesting that the negative public opinion does not reflect the purchasing behavior of the brand's wealthy clientele.
- Reports that Ferrari dealers were pressuring customers to buy the Luce to access more exclusive models were denied by former chief marketing officer Enrico Galliera, who emphasized the car targets a different audience.
- The success of the Luce in China may test Ferrari's strategy of expanding into electric vehicles while maintaining its luxury brand appeal among high-end consumers.
