Ferrari Sold Out Its 'Hated' Luce EV in China—But Was It All Thanks to the Number 88?

The internet has been tearing the new Ferrari Luce apart since the day it was unveiled.

Design purists have called it everything from "a glorified smartphone" to "the most boring Ferrari ever built." When Ferrari’s stock price dipped 6% following the launch, many analysts were ready to write the Luce off as a massive misstep by the Italian legend.

But while the rest of the world was busy posting memes about Jony Ive’s minimalist design, 88 people in Shanghai had a very different reaction: They bought every single unit available.

The "Ugly" Ferrari That Won China

Ferrari’s "Dr. No"—long-time marketing chief Enrico Galliera, has officially stepped down as the brand grapples with the Luce EV backlash. (Photo: Harold Cunningham/AFP via Getty Images)

Despite the global backlash, the Ferrari Luce, the brand’s first all-electric, four-door GT sedan, sold out its entire Chinese allocation almost instantly.

At a retail price of 3.988 million yuan (~RM2.4 million), the Luce isn't just a car; it's a massive status symbol. In a country where owning a Ferrari is the ultimate "I’ve made it" statement, the Luce proves that for the ultra-wealthy, the badge will always outweigh the design sketches.

But why the rush to buy a car that the internet currently loves to hate?

Read: "Please Don’t Buy This Car" — Why Ferrari Is Telling Its Hardcore Fans To Stay Away From Luce EV

Is It Just The "Ong"?

There’s a theory making waves in the industry: Ferrari’s marketing genius.

Ferrari didn't just dump a random number of cars into the market. They specifically allocated 88 units for China. In Chinese culture, the number 8 is synonymous with wealth, luck, and prosperity. By carefully curating the scarcity and tapping into local superstition, Ferrari essentially turned a "controversial" car into a "lucky charm" that the 1% couldn't afford to pass up.

The "Loyalty Test"?

Of course, there’s a darker side to the story. Rumors have been circulating that Ferrari is using the Luce as a "loyalty test", a mandatory "entry fee" for collectors who want to secure a spot in line for the brand's next limited-edition hypercar.

Ferrari’s Chief Marketing Officer has officially slammed these rumors as "unpleasant and completely false," but the speculation persists. After all, if you’re a billionaire who wants the next big thing, what’s another RM2.4 million to ensure you’re on the "VIP List"?

Read: Ferrari’s 16-Year Marketing Chief Stepped Down—But Was It Really His Choice?