Ferrari's Enrico Galliera denies dealers pressuring buyers to purchase Luce
Ferrari is pushing back against claims that its dealers are pressuring people to buy the all-electric Luce.
Chief Marketing Officer Enrico Galliera explained that the Luce was created for a broader audience, not just longtime Ferrari fans, saying, "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, not necessarily for long-time Ferrari owners—although they are, of course, welcome to buy one."
Galliera warns forced sales hurt reputation
Galliera pointed out that forcing sales could actually hurt Ferrari's reputation, turning unhappy buyers into "bad ambassadors" who might quickly resell their cars and drive down values.
He also addressed rumors about buying a Luce boosting your shot at special editions, making it clear there's no secret hierarchy: the goal is simply to welcome more people into the Ferrari community.
Demand for the Luce is steady, with orders split between new faces and returning customers.