Ferrari Luce in China. With the Luce, of course. The Maranello electric car has posted the “all sold” message on the door of its dealerships. 88 units at almost $600,000. A very high figure for a Chinese market that has also lowered the prices of luxury vehicles. Despite everything, Ferrari is Ferrari.
whatever they want. They can sell whatever they want. It is the conclusion defended by multiple analysts and pickup in Xataka during the presentation of Ferrari Lucethe company’s first electric car that created enormous controversy for its design that even surpassed that of having launched an electric car without a trace of gasoline smell.
Just a few days later we learned that Ferrari had sold each and every one of the units that I had planned in a first print run. Many or few? It really is not entirely clear because Ferrari’s production capacity is limited and only with the passage of years will we be able to know if the car has been a success or not.
What is certain is that Ferrari, by the simple fact of being Ferrari, shows that it can sell whatever it wants.
88 units for China. With a waiting list that already extends until 2027, the Ferrari Luce has had the reception that could be expected. Even though the company has assured that does not force its more traditional clients to buy the car as a preliminary step to get the most special units.
Of that waiting list that has already been completed, 88 of those units will go directly to the Chinese market. These Ferrari Luce, ensure in Car News Chinahave been sold with a starting price of $586,600 (almost four million Chinese yuan at the exchange rate). The figure is, they explain, 7% lower than the price sold in Europe.
Very important. That sales are advancing at a good pace is huge news for the brand since China has been very quickly turning to its local manufacturers and turning its back on foreign ones. In fact, Ferrari only sold 584 units in 2025 in the Asian country. The fall was serious because in 2024 it signed 814 units and in 2023 it placed 1,221 supercars.
That is to say, placing 88 units at once in China has already allowed it to sell 15% of the same amount that it signed last year. Without a doubt, a cushion that allows you to cushion the fall in a market that is clearly moving towards electrical products and, above all, to local ones.
Big money. When analyzing car sales in China, in CarNewsChina They talk about “extra luxury” to refer to cars that cost more than a million yuan (just over 120,000 euros at direct exchange rate). It is a market where, curiously, only European cars dominate. The twentieth place last year was the Mercedes-AMG GLS with 83 units. In one fell swoop, Ferrari would have already surpassed it.
But this list is not dominated by European cars because they do things better, it is because Chinese manufacturers have entered into a price war that has managed to place the price ceiling of their luxury cars below that million yuan. That is why it is surprising that Ferrari is capable of placing 88 units of a car that multiplies that cost by four.
It must be taken into account that only BYD with the Yangwang U8 and its long variant U8L managed to sneak into this list. The rest of the supercars do not appear because, among other things, they cost less money than that million yuan border.
Much more for less money. To show what we are talking about, the Huawei Maextro S800a luxury sedan that is half-manufactured by Huawei and the automobile conglomerate JAC, started last year at just over 700,000 Chinese yuan (about $100,000 at the exchange rate) and its top range barely exceeded that million yuan.
Only in the last month of December 2025, This car outsold the BMW 7 Series, the Porsche Panamera and the Mercedes-Maybach S-Class. which were consolidated as the next three best-selling cars. While the Chinese car sold 4,376 units, the European options totaled 4,140 units.
Chinese manufacturers are offering cars that are more technologically advanced inside than any other European company. The Huawei Maextro S800 has triple screen inside between 15 and 16 inchesendings in wood inside with space to store champagne bottles, individual seats in bucket format in the rear seats, the most advanced ADAS systems and, of course, full integration with the Huawei ecosystem.
The path to choose. They assure Ferrari that the Luce is a car that is not aimed at its most classic clients. “It is designed for a different customer profile, not for historical customers to buy, who, obviously, can do so if they wish,” assured Enrico Galliera who has just left his position as the company’s head of marketing.
As we said in Xataka It is clear that Ferrari is looking to carve out a niche for itself among a new type of customer. Although it aims at a global market, this was essential in China where the preferred car among the rich also seems to be electric and Chinese but, above all, it aims to be something different from what we traditionally know as a car.
That Ferrari has sold all the units there allows it to position itself as a modern company, capable of doing different things. For example, this opinion from a Chinese buyer of a Porsche Taycan in statements to Bloomberg: “It was just an electrified Porsche. That’s all.” In the article, he described the purchase as “terrible” because, simply, it did not provide any differential value. For now, the numbers seem to say that Ferrari is moving on the right path in China.
Photo | Ferrari and Sou Jest
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