Ferrari has labelled as “false” reports it has been pressuring customers to order its first electric vehicle (EV), the Luce – due in Australia in mid-2027 – to have the ability to access the remainder of its range and retain preferential status.
The comments follow a Bloomberg report suggesting the brand was resorting to such tactics to sell the roughly €550,000 ($A899,506) four-door, five-seat Luce following an icy reception at its global unveiling in Rome, Italy last month.
The report claimed some Ferrari dealers had been offering customers priority access to other models in the event that they placed an order for the Luce. It also alleged similar pressure was being applied to clients to keep up their ‘top-tier’ status.
Talking to The Drive, Ferrari chief marketing officer Enrico Galliera said such behaviour would damage the legendary brand, insisting the article was incorrect.
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“I used to be mad because we do not respect what’s written on this [Bloomberg] article, and it’s very not correct,” Mr Galliera told The Drive.
“Luce is one other variety in our lineup, so the advantages the client gets from buying one are the identical as with another Ferrari. Buying a Luce complements their garage but doesn’t give the fitting or push to purchase something else.”
The Ferrari CMO also told Italian outlet Automoto the claims were “false” and that such behaviour would hurt Ferrari.
“Because the very starting, we made clear to our clients that this automobile is designed for a unique audience,” Mr Galliera told The Drive.
“We’re blissful for our clients who’d wish to buy it, but we want to make sure that that whoever is buying this automobile is convinced to purchase this automobile. It doesn’t must be forced.
“And there is a straightforward explanation for that: based on the experience we’ve seen within the markets for previous [models], for those who sell a automobile to a client who doesn’t need to buy it, they are going to develop into the primary negative ambassador.”
The Luce received a mixed reception when it was unveiled, not only because the brand’s first EV, but since it’s unlike any Ferrari before it.
This saw former Ferrari chairman Luca di Montezemolo, credited with helping turn the corporate around during his tenure as boss between 1991 and 2014, say: “I’m truly sorry. I hope they remove the Prancing Horse [Ferrari logo], no less than from that automobile.”
It also saw Lamborghini CEO Stephan Winkelmann declare the Ferrari rival’s 2025 decision to delay its previous plans for an EV indefinitely “the fitting option to go”.
Ferrari is fiercely protective of its image and has unashamedly taken successful legal motion against unauthorised use of its branding, including ‘replica’ vehicles made by enthusiasts and businesses.
Ferrari also introduced a 7000-per-year production cap in 2010 under di Montezemolo to keep up exclusivity, which it has since abandoned, delivering 13,640 vehicles in 2025 – only 112 fewer than its record result set the previous yr.
This Article First Appeared At www.carexpert.com.au
