Ferrari Luce buyers will need to ‘truly want it’ to get one
The Ferrari Luce has garnered even more controversy post-reveal, with the brand refuting claims it’ll make customers buy the EV to access exclusive products.
Ferrari is one of a handful of car brands which – most of the time – won’t let anyone with enough money simply rock up to a showroom and order its highest end or limited-run vehicles.
The Italian manufacturer has long been known to allocate more desirable models based on loyalty, not only rewarding its long-term customers but preventing its valuable vehicles from being ‘flipped for a profit’.
It’s a similar tactic to Porsche with its 911 GT products, where customers have to ‘earn’ their way to the top, helpfully boosting sales further down the model line for the likes of the Ferrari Purosangue, Porsche Macan and Lamborghini Urus.
When Ferrari revealed the Luce last month as its first electric vehicle, some critics insinuated it would become the de facto car the brand would make customers order before getting access to higher models, something it has now denied.
“We'd run the risk of creating negative ambassadors who would speak poorly of the Luce and, after a few months, resell it,” said Ferrari’s chief marketing and commercial officer, Enrico Galliera, as reported by Automotive News.
“This would destroy its residual market value, which is precisely what the luxury electric vehicle sector is suffering from today.”
According to Galliera, Ferrari’s dealers have been told the Luce can only be bought by people who are “truly motivated to buy it”.
“Our message to the network was: make sure that anyone who asks for this car truly wants it, and isn't buying it to please Ferrari because they're somehow looking for other types of benefits.”
Automotive News reports 84 per cent of Ferrari sales in 2025 were to customers who already owned one Ferrari, while 56 per cent of sales were to owners of multiple models.
The reaction to the Ferrari Luce – which was also not completely styled in-house – has been rigorous to say the least, with even former Ferrari boss Luca di Montezemelo joining those criticising the EV.
Jordan Mulach
“If I said what I think, I’d be hurting Ferrari,” di Montezemelo said.
“It risks destroying a legend, and I’m very sorry. I hope they remove the prancing horse from that car at least.
“This is definitely a car the Chinese won’t copy.”
