Ferrari refutes rumors that buying the new Luce electric car grants priority for limited-edition models. Read the full statement now.
Ferrari has officially dismissed the speculation that customers must purchase the brand‑new Luce electric car in order to gain priority access to future limited‑edition models. The claim, originally reported by Bloomberg, was labeled “incorrect” by Enrico Galliera, the company’s Marketing and Commercial Director.
Bloomberg Report Mischaracterized Ferrari’s Policy
Galliera emphasized that tying a high‑priced EV—priced from $640,000—to a preferential allocation of rare hypercars would be “a serious mistake.” He warned that such a strategy could backfire, turning buyers into “negative ambassadors” who might later resell the vehicle and damage the secondary‑market value that luxury EVs are currently grappling with.
How Ferrari Traditionally Allocates Limited Models
Ferrari’s product‑allocation system has always favored long‑time owners, collectors with multiple Ferraris, and clients who regularly attend factory events and keep their cars for extended periods. In 2025, roughly 84 % of new Ferraris were sold to existing customers, and 56 % went to owners of two or more Ferraris.
Ferrari Luce: A New Chapter for the Prancing Horse
The all‑electric, five‑seat Luce was unveiled last month, sparking lively debate among enthusiasts. Its design diverges sharply from Ferrari’s classic muscular, sporty language, marking a decisive shift away from internal‑combustion engines.
CEO Benedetto Vigna noted that the Luce has generated “strong interest” from both new prospects and loyal clients. However, Ferrari has not disclosed exact order numbers yet, promising a detailed update in the second‑quarter 2026 earnings release at the end of July.
Ferrari’s Stance on Customer Motivation
Galliera reiterated that dealers are instructed to sell the Luce only to buyers who genuinely desire the car, not to those pressured by potential perks. “Our message is simple: ensure the purchaser truly wants to own this vehicle, not just to chase ancillary benefits,” he said.
As the luxury EV market continues to evolve, Ferrari remains committed to preserving the exclusivity and heritage that define its brand while embracing electrification.