Ferrari’s newly launched Luce electric sedan receives an overwhelming response in China despite its premium price tag and growing competition from domestic luxury EV brands.
Ferrari has made a remarkable entry into China’s luxury electric vehicle segment after officially launching the all-electric Luce sedan at a retail price of 3.988 million yuan (approximately $586,600).
The Italian supercar manufacturer allocated just 88 units for the Chinese market, and reports indicate that every vehicle was sold immediately following the launch.
The Luce was first introduced globally in Rome in late May, generating significant debate among automotive enthusiasts as Ferrari expanded into the fully electric sedan category.
Despite mixed reactions to its design and positioning, the model has received an enthusiastic reception from affluent Chinese buyers.
The successful launch comes at a crucial time for Ferrari, which has experienced declining market share in China amid the rapid rise of domestic high-performance electric vehicles.
Chinese manufacturers have increasingly challenged established European luxury brands with technologically advanced models, including the highly acclaimed Yangwang U9, intensifying competition in the premium EV segment.
Interestingly, Ferrari has priced the Luce more competitively in China than in Europe. The sedan carries an approximate 7% discount compared to its European starting price of 550,000 euros (around $626,000).
The pricing strategy contrasts with many imported luxury vehicles, which often become significantly more expensive in China due to taxes and import duties.
For comparison, Ferrari’s entry-level Amalfi grand tourer starts at £202,459 (around $267,000) in the United Kingdom.
However, after accounting for China’s higher engine-displacement and luxury taxes, its retail price climbs to 2.598 million yuan (approximately $382,000).
Before the official launch, industry speculation suggested that Ferrari was using the Luce as a “brand loyalty test,” allowing customers who purchased the electric sedan to gain faster access to limited-production and exclusive Ferrari models in the future.
However, Ferrari’s Chief Marketing Officer dismissed these rumours in comments to The Drive, clarifying that purchasing the Luce would not provide buyers with preferential treatment when applying for rare or special-edition Ferrari vehicles. The company’s position is also expected to apply to customers in the Chinese market.
The rapid sellout of Ferrari’s limited Luce allocation demonstrates that demand for ultra-luxury electric vehicles remains strong in China, even as competition intensifies and ownership costs for premium automobiles continue to rise.
The launch also signals Ferrari’s confidence in expanding its electric vehicle portfolio while preserving the exclusivity that defines the iconic Italian brand.
