Ferrari Clarifies Luce Order Policy, Denies Mandatory Purchases and Confirms Sales Meet Expectations

On June 22, Ferrari responded to market rumors, denying reports that it requires customers to purchase its first all-electric model, the Luce, in order to retain eligibility for limited-edition models or maintain their status as core clients. Chief Marketing Officer Enrico Galliera stated that the Luce targets a different customer segment than traditional Ferrari owners, emphasizing that the brand will not compel existing clients to buy the vehicle. He added that such practices could provoke customer dissatisfaction, damage the brand’s reputation, and negatively impact residual values in the used-car market. Unveiled in late May, the Luce marks Ferrari’s first-ever all-electric road car. Designed with input from former Apple chief designer Jony Ive, it is positioned as a four-door, five-seat luxury electric supercar, with a starting price of €550,000 (approximately RMB 4.35 million) in Italy. Equipped with a dual-motor all-wheel-drive system, the Luce is scheduled to begin deliveries in Europe in the fourth quarter of 2026 and enter the U.S. market in the second quarter of 2027. Galliera noted that current order volumes for the Luce are in line with expectations, with new and existing customers each accounting for roughly half of the orders.