- Ferrari has denied reports that dealers are pressuring customers to buy the new all-electric Luca.
- Chief marketing officer Enrico Galliera said Luce targets a different customer demographic.
- Despite the ongoing rumours, Ferrari says demand for Loos is in line with expectations.
A month after the debut of the much-hyped Ferrari Luce – Maranello’s first electric vehicle – rumors continue to circulate. Latest report, published by bloombergclaimed that some dealers were pressuring customers to place orders for Luces to avoid losing their top-customer status or jeopardizing future access to Ferrari’s most exclusive limited-run models.
But it is not so at all. Ferrari chief marketing officer Enrico Galliera directly denied those claims in an interview with our colleagues automoto.itOffer a direct response.
Photo by: Ferrari
Forced loose sales? Ferrari replied
talking with automobileGalliera made it very clear:
‘Many rumors circulate about the Ferrari market, but these are false. Our position has been clear from the beginning: the Luce was designed for a different type of customer, not necessarily for long-time Ferrari owners – although, of course, they are welcome to buy it.’
Galliera said that such a strategy would ultimately harm Ferrari.
For one, unhappy customers will become “bad ambassadors” for the brand, spreading negative opinions and damaging Ferrari’s reputation.
He also said that disgruntled owners may quickly resell their Luce models, hurting resale values and potentially leading to a decline in the used market.
Asked about demand for Loos, Galliera declined to share specific order figures, but said sales were meeting the company’s expectations. He said orders are currently split almost evenly between new and existing Ferrari customers.
Photo by: Ferrari
How did the rumor start?
according to bloombergSome collectors and industry insiders have suggested that purchasing a Ferrari Luce may improve a customer’s chances of gaining access to a future limited-production model.
The outlet cited several investors and Ferrari customers who spoke anonymously due to privacy concerns. One source reportedly claimed that buying Luce was necessary to maintain position among Ferrari’s most important customers.
Another suggested that buying a Luce—or even a standard production Ferrari—could serve as a stepping stone toward securing one-off models or special editions in the future.
of motor 1 Take: Ferrari “forcing” customers to buy the new Luce would undoubtedly damage the brand’s image, so it makes sense that those rumors turned out to be false.
