Want 1-off Ferraris? You have to buy Luce first
What's the story
Ferrari is using orders for its new electric car, the €550,000 (₹6 crore) Luce, as a loyalty test for wealthy clients. The strategy is aimed at ensuring that support for this less popular model could help buyers retain access to more exclusive cars in the future. This message has been conveyed across parts of Ferrari's collector network.
Client strategy
Allocation system for repeat buyers
Ferrari has long used an allocation system to give repeat buyers of its standard models priority access to limited editions. Max Girardo, a former RM Sotheby's auctioneer and motor-car specialist and founder of collector-car advisory firm Girardo & Co, likened this strategy to a restaurant with high demand where regular customers eventually get a table. He said, "With Ferrari, the more you buy, the more you are treated as an important client."
Design criticism
Luce was designed by Jony Ive's LoveFrom studio
Ferrari's first battery-only model, the Luce, was designed by Apple's former design chief Jony Ive's LoveFrom studio. However, its smooth lines and rounded edges have been met with criticism from commentators who found the design bland. They even compared it to existing mass-market models from Honda and Tesla.
Client communication
Client communication after Luce's presentation
Bloomberg spoke to several investors and collectors from Italy to China about Ferrari's communication with clients after the Luce's presentation. One buyer said Ferrari made it clear that purchasing the car was important if he wanted to remain among top clients. Another collector said the company is hinting that access to a future one-off model may first depend on buying the Luce or cheaper entry-level models.
Company stance
Ferrari's official statement on client selection process
Ferrari confirmed that it prioritizes clients with "long-term, strong relationships" when choosing buyers for "highly sought-after models, such as limited editions." The company said the emphasis is on the client's personal connection to the model rather than whether it improves their ranking. This approach is similar to luxury-goods companies like Hermes International SCA, which have long waiting lists for certain handbags and favor loyal clients who have previously purchased less coveted items.
EV strategy
Marketing the Luce to improve standing
Ferrari is marketing the Luce as a way for clients to improve their standing. However, loyalty can also be shown through less costly series-production models like the Amalfi and 296 GTB. Including the Luce among vehicles that can pave the way to future purchases could suggest that this new EV doesn't have the same appeal as one of Ferrari's limited-edition cars.