Just two months after its bumpy launch earlier this year, Ferrari has reportedly already hit its 2026 sales goal for the polarizing Luce EV. The Financial Times reports that the company was aiming to sell “just under 500” units this year, and reached that target this month.

The Luce, designed by Jony Ive, is particularly popular in China, with strong demand driving sales. Long term, Ferrari aims to sell around 2,500 Luce units by 2030, making up about 5 percent of the company’s annual sales.

At €550,000 a pop, most buyers are looking for more than just transport; they’re buying into a lifestyle. The first production model is currently being auctioned off, with prices expected to reach upwards of $1.1 million.

Ferrari hopes the Luce will appeal to a new generation of wealthy buyers, particularly in China and tech hubs like Silicon Valley, where feedback has reportedly been positive.

While it’s clear Ferrari is making its mark on the EV market, one wonders if these customers are more interested in status than sustainability. Still, it’s a start – maybe we’ll get driverless Ferraris next?