Ferrari has firmly dismissed claims that it is pressuring VIP customers into buying its first electric car, the Luce.
The rumours surfaced shortly after the Ferrari Luce made its debut last month. They suggested that loyal/VIP clients were being forced into purchasing the Luce to maintain access to future limited-run models.
Chief Marketing Officer Enrico Galliera has labelled the speculation as completely false, stating that such tactics would be counterproductive to Ferrari’s brand philosophy. Forcing customers into a $636,000 (€550,000) EV they don’t truly want, he explained, would only create dissatisfaction and harm long-term brand loyalty.
There’s also a business angle. Unhappy buyers could quickly offload their cars in the secondary market, potentially hurting residual values.
Instead, the Luce appears to be finding buyers on its own merit. Early demand reportedly shows a balanced mix of traditional Ferrari collectors and new-age customers drawn to the EV.
In fact, a recent report says that demand for the Luce in Thailand is already building strongly, well ahead of its late 2027 deliveries.
Source: @carnewsnetwork
Heart a polestar 5, cheaper and looks more like a Farrai skills lol
Whatever are you trying to say?
This to me is absolute nonsense! Ferrari may deny this happens and it being counterproductive, however, I know of several dealerships not just limited to Ferrari that use this underhand tactic to show the market a specific (usually new vehicle) is a good decent vehicle that sells. Ferrari did this with the GTC4 Lusso and more recent the Purosangue forcing long term and even new customers to purchase it in the hope to get a better limited edition model when available in the future. This then shows the market there’s a false demand for the product and the market price is set. In addition, a Ferrari dealership near to me in the Midlands stated to a family member of mines if they sell the car (Purosangue) within a year or purchase they will be black listed and pressurise purchasers to sell the vehicle back to the dealership usually ~20% below market. These tactics encourage zero brand loyalty and a lot of buyers are moving away.
Ultimatley, if someone can purchases a vehicle and wishes to sell it, let them. The dealership got the sale, the manufacturer notes the sale everyone wins.
Who cares about the market price other than the manfuacturer, who’s worried they’ve developed an unsellable ugly car, Ferrari-less DNA vehicle…. only Ferrari
Ferrari needs to get its act together.