Key facts
- Ferrari is using orders for its Luce electric car as a loyalty test.
- The Luce is being offered as an exclusive model, potentially granting access to other exclusive Ferrari models.
- Some collectors are hesitant to purchase the Luce due to criticism of the new electric model.
Ferrari is implementing a strategy that uses orders for its forthcoming Luce electric vehicle as a means to assess the loyalty of its wealthy clientele. The $636,000 Luce is being presented as a stepping stone to other exclusive models, but some collectors are hesitant due to criticism of the new electric model.