It is expected that the Ferrari Luce, which is completely electric, will be available later this year Ferrari Ferrari is not forcing customers to buy its controversial electric car Luce to qualify for the purchase of the next limited-series models from the luxury car manufacturer, said Enrico Galliera, chief marketing and commercial officer. ✅ Click here to follow the g1 Cars channel on WhatsApp In a product presentation late last week, Galliera denied a Bloomberg report that the purchase of the Luce, the company's first electric vehicle, valued at $630,000, could become a requirement to gain access to Ferrari's most exclusive models, adding that exerting this type of pressure would be a "big mistake." "We would run the risk of creating negative ambassadors who would speak ill of the Luce and, after a few months, would resell it," said Galliera, according to a company spokesperson. "That would destroy its residual market value, which is exactly what the luxury electric vehicle sector is suffering from today." Traditionally, Ferrari uses an allocation system (especially regarding qualification for the purchase of its limited-edition models) that favors long-time customers, that is, those who own multiple cars, as well as those who participate in factory events and keep the vehicles for long periods. Now on g1 Galliera stated that Ferrari always told its dealers and customers that the Luce should only be sold to those "truly motivated to buy it." "Our message to the network was: make sure that anyone who orders this car really wants it and is not buying it to please Ferrari in search of other types of benefits," he said. Most Ferrari customers typically own more than one car from the brand.
In 2025, the company sold about 84% of its new cars to current Ferrari owners and approximately 56% to buyers who owned more than one vehicle from the brand. The luxury sports car manufacturer unveiled the five-seater Luce EV last month, triggering a wave of criticism, including on social media, for the model's unconventional design compared to Ferrari's typically muscular and aggressive aesthetic, and for the company's decision to deviate from its traditional gasoline engines. Days after the Luce presentation, CEO Benedetto Vigna stated that Ferrari was receiving "strong interest" in the car, from both new and old customers. Since then, the company has not released new information about Luce orders and said it will only provide precise numbers at the end of July, when it releases its second-quarter results.
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