Ferrari uses Luce EV orders as loyalty test for wealthy clients

Key facts

• Ferrari is using orders for its new 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.
• Acquiring the Luce may help clients strengthen their standing for future allocations of rare cars.

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 €550,000 ($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. The automaker has historically granted access to its most exclusive vehicles to its dedicated clientele, and acquiring the Luce may now help clients improve their standing for future car allocations.