Ferrari Imposes Strict Secrecy on First EV 'Luce,' with €600K Penalty for Leaks

Ferrari implemented extremely strict confidentiality measures ahead of the official launch of its first electric vehicle, the Luce. According to media representatives who attended the event, all journalists granted early access to images, videos, and other materials related to the new car were required to sign non-disclosure agreements (NDAs) that included penalty clauses of up to €600,000 for leaks. At the event venue, device controls were rigorously enforced: upon entry, journalists’ phones and laptops were sealed with security stickers. Attendees were prohibited from using their own photography teams or equipment; all shooting was centrally managed by Ferrari and only made available shortly before the embargo lifted. Reporters had approximately 30 minutes of direct access to the actual vehicle, during which Ferrari staff and PR personnel closely accompanied them, limiting opportunities for independent observation or in-depth evaluation. Some traditional automotive journalists remarked that under these conditions, it was difficult to form independent judgments, leading many content creators to largely reiterate official statements. Meanwhile, select tech-focused creators, such as Marques Brownlee (MKBHD), were invited to a separate, earlier preview event where they even conducted test drives—highlighting a contrast with traditional automotive media, who were scheduled for later vehicle access.