Ferrari Denies Pressuring Dealers to Push First EV, Luce, on Customers

A month after Ferrari unveiled its first all-electric model, the Luce, rumors emerged in the market suggesting that some dealers were pressuring customers to place orders for the vehicle. According to Bloomberg, certain dealers reportedly hinted to clients that declining to purchase the Luce could affect their eligibility for future limited-edition models or their status as core clients. Ferrari has denied these claims. Enrico Galliera, Ferrari’s Chief Marketing Officer, stated that the reports were inaccurate and emphasized that the Luce targets a different customer segment than traditional Ferrari buyers. He stressed that the brand does not compel existing clients to purchase the new EV. Galliera added that pressuring customers to buy could breed dissatisfaction, leading to negative word-of-mouth, prompt short-term resale of the vehicles, and downward pressure on used-car prices—ultimately creating a vicious cycle. Regarding Luce order figures, Galliera declined to disclose specific data, only noting that current sales are in line with expectations and that orders are split roughly equally between new and existing customers. Meanwhile, Bloomberg cited comments from some investors and clients suggesting a perception that purchasing the Luce—or even regular production models—might improve one’s chances of securing limited-edition or bespoke Ferraris in the future.