Ferrari’s Luce was ridiculed as a ‘Magic Mouse on wheels.’ Now the EV is sold out for 2027, and buyers haven’t even driven it yet

On May 25, Ferrari unveiled its first electric vehicle, the Luce, which sparked ridicule and comparisons to a "Magic Mouse on wheels." The car's unconventional design, with larger wheels, rounded surfaces, and four doors, raised concerns among investors who valued Ferrari for its luxurious visual identity. Despite the initial backlash, the Luce has been sold out for 2027 before buyers even had the chance to test drive it.

CEO Benedetto Vigna confirmed that all Luces planned to be sold next year are already allocated, with wealthy buyers lining up for the glass-roofed EV. Ferrari has held over 50 local premieres and private viewings across the globe to showcase the Luce's uniqueness better than any digital experience. The early interest in the Luce marks a reversal from its rocky debut, when the car's design rattled investors.

Ferrari's design identity is a crucial component of its brand equity, supporting scarcity, pricing power, and aspirational desirability. The company is making a gamble with the Luce as competitors reconsider their EV ambitions due to weaker demand. Despite this, Vigna remains confident in the Luce, describing it as "illuminating the path ahead" for the brand.

Ferrari's core business has also shown growth, with €1.9 billion in Q3 revenue and €563 million in operating profit, partly due to buyers spending more to customize their cars.