MILAN, June 22 - Ferrari has rejected reports suggesting that purchasing its first electric vehicle, the Luce, would be a prerequisite for eligibility to buy the automaker's next limited-series models. Enrico Galliera, Ferrari's Chief Marketing and Commercial Officer, said such a policy would be inappropriate and could backfire on the brand.
During a product presentation late last week, Galliera pushed back against a Bloomberg report that said the maker of high-end sports cars might require Luce ownership to access its most exclusive cars. The Luce, priced at 550,000 ($630,000), is Ferrari's debut electric model. Galliera described making Luce purchase a condition for access as a "huge mistake" and warned of the consequences for the vehicle's residual value.
According to a company spokesman relaying Galliera's remarks, Ferrari would "run the risk of creating negative ambassadors who would speak poorly of the Luce and, after a few months, resell it." The spokesman added that such outcomes would "destroy its residual market value, which is precisely what the luxury electric vehicle sector is suffering from today."
Ferrari confirmed that its established allocation practices for limited-edition models remain intact. The automaker typically prioritizes long-standing clients - including multiple Ferrari owners and those who take part in factory events and keep cars for extended periods - when allocating rare models.
Galliera also addressed guidance given to Ferrari's dealer network regarding Luce sales. He said the company has told dealers and customers to ensure the Luce is sold only to buyers who are "truly motivated to buy it." The instruction, he said, aims to prevent purchases made for perceived secondary benefits rather than genuine interest in the car.
Ferrari data supplied in the presentation highlights the importance of repeat buyers to the marque. In 2025, roughly 84% of Ferrari's new-car sales went to existing Ferrari drivers, and about 56% of new cars were sold to buyers who already owned more than one Ferrari.
The five-seat Luce EV was unveiled last month and prompted criticism on social media and elsewhere over its design, which some observers view as a departure from Ferrari's traditional muscular and aggressive styling, and over the company's move away from its signature petrol engines.
Days after the Luce's debut, Ferrari's Chief Executive Officer Benedetto Vigna said the company was receiving "strong interest" for the model from both new and existing clients. Since that statement, Ferrari has not released updated order totals. The company said it will provide concrete figures on Luce orders when it issues its second-quarter results at the end of July.
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Key context and implications
- Ferrari officially denies conditioning access to limited-series models on Luce ownership, preserving its traditional allocation system that favors established clients.
- Management cautions that forcing purchases could create dissatisfied owners who resell quickly, eroding residual values and harming perceptions of the Luce and the broader luxury EV segment.
- Ferrari will disclose precise Luce order figures with its second-quarter results at the end of July, leaving short-term clarity on demand limited until that update.