Ferrari denies forcing customers to buy Luce EV
What's the story
Ferrari has denied claims that its dealers are forcing customers to buy the new all-electric Luce. The company's Chief Marketing Officer Enrico Galliera said these rumors are false and clarified that the Luce was designed for a different type of customer and not necessarily for long-time Ferrari owners. He further explained that the strategy would hurt Ferrari in the long run, as unhappy customers could become "bad ambassadors" for the brand.
Resale concerns
Unhappy owners could quickly sell their Luce models
Galliera also highlighted that unhappy owners could quickly sell their Luce models, which would hurt resale values. He said, "Many rumors circulate about the Ferrari market, but this one is false. Our position has been clear from the beginning: the Luce was designed for a different type of customer." This comes after Bloomberg reported that some dealers were allegedly pressuring customers to order the Luce to maintain their top-client status and secure access to Ferrari's future limited-edition models.
Community access
'No secret hierarchy' in special editions
Galliera also addressed rumors about buying a Luce boosting your chances at special editions. He emphasized that there's no secret hierarchy and the goal is simply to welcome more people into the Ferrari community. Despite the ongoing rumors, he said demand for the Luce is steady, with orders split between new faces and returning customers.