Ferrari clarifies that it will not force customers to purchase its Luce electric vehicle to gain access to the brand’s exclusive vehicles
Ferrari, the renowned luxury vehicle manufacturer, has clarified that it does not require the purchase of its controversial Luce electric car as a prerequisite for customers to purchase future limited edition models. The information was confirmed by Enrico Galliera, the company’s marketing and commercial director.
During a recent product unveiling event, Galliera refuted claims made in a Bloomberg report. The publication suggested that the purchase of the Luce, the brand’s first fully electric car, with an estimated cost of US$630,000, could be a criterion for accessing Ferrari’s most restricted vehicles. According to the director, implementing such a coercive policy would represent a “big mistake” for the company.
“There would be a danger of developing a base of dissatisfied customers who would openly criticize the Luce and, in a short time, put it up for sale,” explained Galliera, according to statements from a spokesperson for the automaker. He added that this practice would compromise the model’s resale value, a challenge currently faced by the entire luxury electric vehicle segment.
Ferrari’s traditional policy for distributing its cars, in particular limited edition models, favors long-term customers. This group includes owners of multiple branded vehicles, regular participants in events organized by the factory and those who keep their cars for long periods.
Galliera reiterated that Ferrari’s guidance to its dealership network and to consumers themselves has always been that the Luce should only be marketed to individuals with a genuine interest in purchasing it.
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“The clear instruction for our sales network is to ensure that every customer who requests this model really wants to own it, and is not purchasing it just to please Ferrari in the expectation of obtaining other future advantages”, declared the executive.
It is observed that a large proportion of Ferrari consumers already own multiple cars from the Italian manufacturer. In 2025, for example, approximately 84% of new vehicles were sold to current Ferrari owners, and approximately 56% of these sales were to individuals who already had more than one Ferrari car in their collection.
The luxury sports car maker revealed the Luce EV, a five-seater model, the previous month. Its debut generated considerable controversy, with several criticisms, including on social media platforms, directed at the design considered unconventional, which contrasts with Ferrari’s traditional robust and aggressive aesthetics. The decision to move away from iconic gasoline engines was also a point of debate.
A few days after the launch of the Luce, chief executive Benedetto Vigna declared that Ferrari recorded “strong interest” in the vehicle, both from loyal customers and new consumers. However, the company has not yet published updated data on Luce orders, promising to release the exact numbers only at the end of July, together with the financial results for the second quarter.
