Ferrari Denies Pressuring Customers to Buy Its First EV, the Luce

One month after the launch of Ferrari’s first all-electric model, the Luce, market rumors emerged suggesting that some dealers had hinted to customers that failing to order the Luce might affect their future eligibility for limited-edition models or core-client status. Ferrari has denied these claims. Enrico Galliera, Chief Marketing Officer at Ferrari, stated that the reports were inaccurate and emphasized that the Luce targets a different customer base than traditional Ferrari owners, adding that the brand would not compel existing clients to purchase the new EV. He noted that forcing sales could lead to customer dissatisfaction, negative word-of-mouth, and even short-term resale of the vehicles, exerting downward pressure on used-car prices. Regarding Luce order volumes, Galliera declined to disclose specific figures, only saying current sales are in line with expectations and that orders are split roughly equally between new and existing customers. Separately, some investors and clients have expressed the view that purchasing either the Luce or regular production models might enhance their chances of securing limited-edition or bespoke vehicles in the future.