Ferrari has firmly dismissed claims that it is pressuring VIP customers into buying its first electric car, the Luce.
The rumours surfaced shortly after the Ferrari Luce made its debut last month. They suggested that loyal/VIP clients were being forced into purchasing the Luce to maintain access to future limited-run models.
Chief Marketing Officer Enrico Galliera has labelled the speculation as completely false, stating that such tactics would be counterproductive to Ferrari’s brand philosophy. Forcing customers into a $636,000 (€550,000) EV they don’t truly want, he explained, would only create dissatisfaction and harm long-term brand loyalty.
There’s also a business angle. Unhappy buyers could quickly offload their cars in the secondary market, potentially hurting residual values.
Instead, the Luce appears to be finding buyers on its own merit. Early demand reportedly shows a balanced mix of traditional Ferrari collectors and new-age customers drawn to the EV.
In fact, a recent report says that demand for the Luce in Thailand is already building strongly, well ahead of its late 2027 deliveries.
Source: @carnewsnetwork