Key facts
- Ferrari is not requiring customers to buy its new Luce electric vehicle to qualify for limited-edition models.
- Chief Marketing and Commercial Officer Enrico Galliera denied reports suggesting such a condition.
- Galliera stated that forcing EV purchases would risk creating negative sentiment and devaluing the Luce.
- Ferrari uses an allocation system that favors existing clients and long-term owners for exclusive models.
- The company aims to sell the Luce EV only to customers genuinely motivated to purchase it.
Ferrari has denied reports that purchasing its new Luce electric vehicle will be a prerequisite for acquiring the company's limited-series models. Enrico Galliera, Ferrari's Chief Marketing and Commercial Officer, stated that such a policy would be a "huge mistake" and could negatively impact the residual market value of the Luce, a challenge currently facing the luxury EV sector.
Galliera explained that Ferrari's traditional allocation system for exclusive models favors established clients, particularly those who own multiple Ferraris and retain their vehicles for extended periods. He emphasized that the company's directive to dealers and customers is to ensure the Luce is sold only to individuals genuinely motivated to buy it, rather than those seeking other benefits.
Ferrari unveiled the five-seat Luce EV last month, drawing criticism for its unconventional design and departure from traditional gasoline engines. Despite initial criticism, CEO Benedetto Vigna reported strong interest in the car. The company plans to release precise order figures for the Luce at the end of July, coinciding with its second-quarter financial results.