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The Ferrari Luce Has Done Its Job
The Drive • • business
Key Points:
- Ferrari raised its full-year 2026 revenue guidance from $8.7 billion to $8.8 billion, citing steady demand for its core supercar models and a growing trend in personalizations.
- The automaker claims to have met its 2026 sales target for the new Luce electric vehicle within just two months, driven largely by strong demand from China, though specific sales figures were not disclosed.
- Despite initial widespread criticism and skepticism from fans and former executives, the Luce EV has seen its initial production run sell out, primarily to its target market demographic.
- The Luce represents Ferrari’s strategic move to diversify its portfolio and generate revenue from electric vehicles, with mixed reactions to its design and interior but clear commercial success so far.
