A new Ferrari reveal usually leaks long before the covers come off. But not this time. If you were wondering why the Ferrari Luce EV stayed under wraps until the very last moment, a $700,000 fine is the answer.
According to YouTuber Tim Burton, better known as Shmee150, the atmosphere at the reveal felt unusually controlled. Not quite the free-flowing, high-energy environment you’d expect at a Ferrari debut.
The biggest shock? Reportedly, there were strict embargo agreements carrying penalties as high as $700,000 for any leaks. That’s a big figure, even in an industry where NDAs are standard practice. It also explains the absence of early leaks, something nearly unheard of in today’s social media-driven launch events.
Upon arrival, journalists allegedly had their personal devices sealed. No phones. No laptops. Even camera equipment wasn’t permitted. Instead, Ferrari provided its own crews, shot all the footage, and distributed clips just before the embargo lifted.
Time with the car itself? Limited. Around 30 minutes, under close supervision, with PR representatives nearby. Not exactly the ideal setting for raw, unfiltered impressions.
It feels like Ferrari wanted the narrative locked in before the world even got a say. And what did the world say about the Luce? Well, we don’t need to explain that, do we?
Source: @Shmee150
