During a call discussing Ferrari's second-quarter results, CEO Benedetto Vigna stated that the company would not alter the launch strategy of the Luce, which faced backlash, including from former executive Luca di Montezemolo.
Despite a significant 8.4% drop in U.S.-listed shares following the vehicle's debut, Vigna noted that the order books for the Luce, priced at approximately $640,000, are full through 2027. The Financial Times reported that Ferrari aimed to sell just under 500 units of the Luce this year, a target that was met within two months of its May 25 launch.
The Luce, designed by former Apple design chief Jony Ive, features a minimalistic interior and a unique exterior, marking Ferrari's first foray into all-electric vehicles. Vigna emphasized the importance of the vehicle's tiered rollout strategy, which included revealing its interior and sharing development videos to enhance public understanding of its innovations