Ferrari Luce's 650K EV все еще выигрывает заказы, Waymo возглавляет Texas AV Registry

Ferrari’s Luce, priced at $650,000, is already taking orders, proving that price isn’t the only factor.

Ferrari Luce: Who’s Buying?

Ferrari’s first all‑electric car, the Luce, was designed by Apple veteran Jony Ive. Despite the backlash that compared it to a Nissan Leaf, Ferrari CEO Benedetto Vigna says the vehicle is already getting orders from both new and existing owners. More than 80 % of the 14,000 people who bought a Ferrari last year already own one of its vehicles, so the Luce is targeting a niche that already trusts the brand. The fact that orders are coming from a base that already owns a Ferrari suggests that the company is banking on brand loyalty and the allure of a new, high‑performance electric platform rather than price competition.

Texas AV Law: Waymo’s Dominance

A new Texas law now requires the Department of Motor Vehicles to license autonomous vehicles (AVs) and publish the data. Using the AV tracker tool, Waymo leads with 577 registered AVs, followed by Avride with 317, Nuro with 47, and Tesla with 42. The sheer fleet size is a strong signal of Waymo’s testing depth, even though many of these companies have yet to launch commercial services in the state. Importantly, no complaints have been filed against any of the listed companies, indicating that the current regulatory environment is not yet a barrier to deployment.

Waymo’s robotaxi Ojai, a Zeekr‑made minivan, is already in service in Los Angeles, Phoenix, and San Francisco, offering a lower‑cost, high‑capacity option that could reshape urban mobility.

What This Means for the Industry

The Luce’s sales trajectory shows that even a $650,000 EV can find a market if it delivers on performance and brand prestige. For AVs, Texas’s licensing framework gives companies a clear path to scale testing, but the data shows that fleet size alone does not guarantee commercial success. Automakers and tech firms must therefore balance aggressive testing with regulatory compliance and customer acceptance. These developments underscore that brand, price, and regulatory context are intertwined. Ferrari’s Luce proves that a premium brand can still command orders, while Texas’s AV law demonstrates that regulatory clarity can accelerate testing but does not guarantee market success.

As Ferrari and Waymo push the envelope, other automakers will need to rethink pricing and regulatory engagement to stay competitive.

Source: TechCrunch Mobility: It doesn't matter that people hate the Ferrari Luce
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