Ferrari's Jony Ive-designed model was mocked by the internet, but it's selling like hotcakes
The automaker reportedly had a target of selling 500 units in 2026, according to the FT, meaning in the two months after its release, the company seems to be well on track to meet its long-term goal of selling 2,500 units of the $640,000 electric vehicle by 2030. The news comes as a shock given the ridicule Ferrari endured following the car’s release in May.
How this was made
The 30-second read
Why it matters
The key tradable update is the combination of Q2 results, raised full-year guidance, and an order book full through 2027, which can change expectations for revenue visibility and demand durability.
Market read
A premium automaker’s raised guidance and full order book can drive near-term positioning in luxury auto and selective EV exposure.
What to watch
Dealer guidance not to pressure ICE customers suggests conversion risk remains, and the EV market backdrop (US tax credit removal) could still pressure future mix.
Background
Ferrari’s Ive/LoveFrom-designed Luce drew online ridicule after its May release, but the company is now reporting progress toward its 2026 unit target.
Ticker impact
Ferrari reported Q2 revenue of 1.94 billion euros and raised full-year outlook, with orders already full through 2027.
Likely supportive for the next few sessions, with upside bias if order-book commentary is viewed as durable.
The article cites a specific earnings beat, raised outlook, and CEO comment that orders are full through 2027, which are direct drivers of valuation and sentiment.
Market effects
Signals resilience in ultra-luxury EV demand despite broader EV market weakness and competitor EV pullbacks.
Highlights targeting of wealthy Chinese buyers, relevant to sentiment around China-linked luxury demand.
Supports the view that premium automakers can selectively grow EVs even as mass-market EV volumes soften.
Counterpoint
The Luce sales narrative may be more about a niche, high-price model than a scalable EV strategy, limiting broader multiple expansion.
Key entities
- companyFerrari
Reports Q2 revenue, raises outlook, and says orders are full through 2027; also discusses Luce sales trajectory.
- executiveBenedetto Vigna
CEO quoted saying he is very pleased with how orders are proceeding.
- productLuce
Ferrari’s Ive/LoveFrom-designed electric vehicle, positioned for wealthy Chinese and Silicon Valley buyers.
