No, Ferrari will not compel you to purchase a Luce EV in order to be eligible for their higher-end models.

      Jerry Perez

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      In a meeting with Ferrari's Chief Marketing Officer, Enrico Galliera, on Friday morning, the executive informed The Drive that a recent report from Bloomberg.com claiming that Ferrari prompted its customers to purchase a Luce EV to secure or advance their position on the waiting list for high-end “Special Series” models is unequivocally “false.”

      When asked whether Ferrari had taken such actions or intended to do so, Galliera responded:

      “No, I was upset because we absolutely do not acknowledge the claims made in that article, and it’s entirely incorrect,” Galliera stated to The Drive. “Let me clarify: since the outset, we have communicated to our clients that this vehicle is aimed at a different target market.

      “We welcome those clients who wish to buy it, but we must ensure that anyone purchasing this car does so willingly—it should not be compulsory. The reasoning is simple: based on our past market experiences with earlier models, selling a car to a client who isn’t truly interested will result in them becoming a negative ambassador for the brand,” explained Galliera.

      Bloomberg mentions discussions with several clients who reportedly were contacted by Ferrari and told that buying a Luce would assist or guarantee them in retaining their status among the brand’s elite customers. The report also indicated that new buyers were encouraged to purchase the EV in order to gain access to higher-tier models.

      For Galliera, who is responsible for the marketing strategy of the Italian car manufacturer and collaborates closely with product development to define Ferrari’s offerings, the idea of compelling a customer to purchase an unwanted car only leads to dissatisfaction. Additionally, this would ultimately reflect negatively on Maranello and damage the strong bond it maintains with its clientele.

      “If a customer is obligated to buy a vehicle and expresses dissatisfaction, they will undermine the product’s value, as has occurred with some other electric vehicle brands in the market,” Galliera remarked.

      “Our communication has been very clear. This car will not be imposed on anyone; it should only be offered to customers who genuinely want to buy it,” he stated. “I want to emphasize this again: the Luce represents another option in our lineup, and the advantages that come with purchasing one are the same as with any other Ferrari. Acquiring a Luce complements their collection, but does not entitle or compel them to buy anything else.”

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