The electric Ferrari Luce everyone mocked is sold out for all of 2027: it starts at $615,000, and the company won't say who's buying it

Ferrari's first electric car, the Luce, isn't just selling - it's sold out. The entire production run for 2027 is "fully allocated", CEO Benedetto Vigna said on the third-quarter earnings call. That means every car Ferrari plans to build next year already has a buyer. "If someone comes now, they'll have to wait a year to get the car," Vigna added. First deliveries are expected in the fourth quarter of this year.

The five-seater was designed by Jony Ive, Apple's longtime chief designer. When it was unveiled in May it was mocked and criticised from every side, and Ferrari's shares fell. Prices start at around $615,000 (about 549,000 euros). The criticism, evidently, never reached the people with that kind of money.

How many cars that actually is remains unclear. Ferrari has never said publicly how many Luces it plans to build. The Financial Times, citing unnamed sources, reported that the company plans to sell just under 500 units this year, with a target of 2,500 by 2030, or about 600 a year.

Who are the buyers? The new AI billionaires? Collectors who buy anything with a prancing horse on the bonnet? Vigna won't say. He only said there is "a good mix in terms of clients, a good mix in terms of geography too" and no particular pattern or demographic group. The streets will give the answer once the first Luces show up outside the showrooms.

While the Luce waits for delivery, the money is coming from the existing line-up and from customers' desire to make every car uniquely theirs. Personalisation revenue topped 21 percent of revenue from cars and spare parts, and deliveries of the F80 hypercar, built in a limited series, pushed the numbers up further. Ferrari raised its annual guidance and now expects adjusted earnings of at least 3 billion euros, up from the previous 2.97 billion.

The third-quarter figures are the kind other carmakers look at with envy: revenue of 1.9 billion euros, up 7 percent on last year, and net profit of 431 million euros, up 13 percent. Operating profit came to 563 million euros, an operating margin of 29.7 percent - almost 30 cents of every euro of revenue stays as profit from the core business.

That's the lesson Ferrari sells better than any car: you don't sell the car, you sell the waiting room. The harder they mocked the design, the better the words "sold out" sound. Is this proof that the brand is stronger than the product - or that after a certain number of zeros on the price tag, public opinion simply stops counting?