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Ferrari dismisses using the Luce as a requirement to release special cars and states that pressuring customers would harm the electric model.
Ferrari denied that it will require the purchase of the Luce, the brand’s first fully electric car, to grant access to future limited editions.
The statement was made by Enrico Galliera, the manufacturer’s marketing and commercial director, during a presentation held on June 19, 2026.
The executive also contested a Bloomberg report about the possible relationship between the electric car and the manufacturer’s more exclusive models.
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According to Galliera, pressuring consumers to purchase the Ferrari Luce for $630,000 would be a major commercial mistake.
Ferrari rejects obligation involving the Luce
The denial was reported by Reuters on June 22, 2026, a few days after the presentation conducted by the executive.
Galliera stated that a purchase motivated solely by future benefits could create dissatisfied owners with the car.
These buyers could criticize the vehicle and resell it after a few months, damaging its image and market price.
“We would risk creating negative ambassadors,” declared the director, according to a Ferrari spokesperson cited by Reuters.
The executive highlighted that quick resale could also reduce the residual value of the Ferrari Luce.
This problem already affects the luxury electric vehicle segment, according to the assessment presented by the director.
How access to Ferrari’s rare cars works
Ferrari traditionally uses an allocation system to select buyers of special series and limited editions.
The strategy usually favors long-time customers, owners of multiple vehicles, and frequent participants in events organized by the factory.
Buyers who keep their automobiles for extended periods also receive attention within this commercial relationship.
The acquisition of the Luce, however, will not guarantee automatic access to the manufacturer’s next rare cars.
Galliera instructed dealerships to offer the model only to consumers truly interested in the electric vehicle.
The recommendation aims to prevent customers from buying the car solely to please Ferrari or gain other advantages.
Long-time clients concentrate the brand’s sales
Recurring owners hold an important position within the Italian automaker’s sales strategy.
About 84% of the new cars sold by Ferrari in 2025 were destined for customers who already owned vehicles from the brand.
Approximately 56% of the units were purchased by people who owned more than one Ferrari.
The numbers show the strength of the company’s relationship with collectors and traditional consumers.
True interest, nonetheless, will continue to be the main criterion for the commercialization of the Luce.
Design of the Ferrari Luce provokes criticism
The Ferrari Luce was presented on May 25, 2026 as the manufacturer’s first fully electric vehicle.
The car has five seats and provoked criticism on social media shortly after its presentation.
Part of the reactions involved the design considered unconventional for Ferrari’s historical standards.
The appearance deviates from the muscular and aggressive look normally associated with the company’s sports cars.
The adoption of electric motorization also bothered admirers of traditional gasoline engines.
Ferrari reports strong interest in the electric
The CEO Benedetto Vigna stated, days after the presentation, that the Luce sparked strong interest among consumers.
Both old and new customers showed curiosity about the brand’s first electric, according to the executive.
Ferrari has not yet disclosed how many orders have been registered since the official launch.
The detailed numbers should be presented at the end of July 2026, during the release of the second quarter results.
Luce should be purchased out of desire, not advantage
Ferrari’s position seeks to prevent the Luce from being seen as a passport to other cars from the manufacturer.
The strategy also aims to protect the commercial value of the vehicle and attract buyers truly interested in the electric proposal.
The automaker’s challenge will be to balance tradition, exclusivity, and electrification without alienating its most loyal customers.
Sources: Reuters, Bloomberg, and Ferrari.
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