Ferrari’s first EV car buyers can order to buy the car they really want

Ferrari’s first electric car It was never going to be an easy ride.

The Luce has already divided opinion in the way some modern Ferraris already have. Some of these come for obvious reasons. This is electric. Some of this depends on the design. It looks like it’s nothing like the Ferrari that many owners grew up with. Then there is the idea. The four-door battery-powered Ferrari was always going to thrill traditionalists.

Still, the controversy hasn’t deterred buyers.

Ferrari says interest remains and customers are already investing money. The question is what will they actually be buying. Some buyers may not see loos as an end goal. They may see it as an expensive handshake that puts them closer to the next car they really want.

Connected: Ferrari’s first EV will test whether the brand can survive without sound

Ferrari never sold cars like everyone else

Ferrari doesn’t really operate like a typical luxury car manufacturer.

The rarest models don’t just go to the first person to walk in with the biggest check. Access usually follows history. The true customers are those who remained loyal, built collections, bought even less glamorous cars and kept their relationship with Maranello in good standing.

It’s part of the whole Ferrari mystique.

Supply remains tight, demand remains hot, and every purchase feels like it matters beyond the car sitting in the showroom. Buy well, be visible, keep the relationship warm, and your chances of getting the next special allocation improve.

This is where Loos starts to get interesting. There is a growing thought that Ferrari’s first EV could become part of that loyalty equation. Some collectors have come to terms with the notion that picking up Loos helps if they want to remain in the limited run car race in the future.

Ferrari, for its part, says customers should buy what they really like, while also making clear that long-term relationships still matter when it comes to highly sought-after models.

It’s really the entire Ferrari system in one sentence. No one needs to say the quiet part out loud for customers to understand it.

Connected: Ferrari says it will never let computer chips do all the work

The car may be divisive but the logic is familiar

The Luce is hardly a traditional Ferrari spec.

It’s $636,000 (~$907,000 AUD) from a marque built on combustion noise, racing history and mechanical theatre. Its design, developed with input from Jony Ive’s LoveFrom Studio, has fueled rather than settled the debate.

But ultra-wealthy Ferrari buyers don’t always buy on the same terms as everyone else.

A car does not need to be universally liked to be useful. It could be a relationship car, a placeholder, a conversation with the factory, or a way to make sure your name is at the top whenever something rare comes along.

That’s what makes the Loos much more than just another controversial EV launch.

Ferrari is testing whether its allotment culture is strong enough to carry a car that some buyers may not choose based on emotions alone. It’s a risky game, but Ferrari knows exactly how much its customers value accessibility.

Maybe Luce isn’t the Ferrari people stick on their wall. It may end up being a Ferrari, some buyers feel they need it in the garage anyway.