No, Ferrari will not require you to purchase a Luce EV in order to access their higher-end models.

      Jerry Perez

      The latest automotive news and reviews, without the BS

      Subscribe to our free daily newsletter to receive the most important stories directly to your inbox each weekday.

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

      When questioned about whether Ferrari had made such suggestions or intended to do so, Galliera responded:

      “No, I was frustrated because we do not acknowledge what is stated in this article, and it’s completely incorrect,” Galliera told The Drive. “Let me explain: from the very start, we have made it clear to our clients that this vehicle is targeted at a different audience.

      “We appreciate our clients who wish to buy it, but we must ensure that anyone purchasing this car is genuinely interested in it—it shouldn’t be something they feel compelled to do. There’s a straightforward reason for this: based on our past experiences with other models in the market, selling a car to someone who isn’t genuinely interested can lead them to become the first negative spokesperson,” Galliera remarked.

      Bloomberg reference discussions with several clients who allegedly received communication from Ferrari stating that purchasing a Luce would assist or guarantee their standing among the brand's elite clientele. Additionally, the report indicated that new buyers were encouraged to acquire the EV to access higher-tier models.

      For Galliera, who directs marketing for the Italian carmaker and collaborates closely with product development to define Ferrari’s lineup, the idea of coercing a customer into buying an unwanted car only leads to dissatisfaction. This would ultimately reflect badly on Maranello and damage the strong relationship it maintains with clients.

      “If a customer is compelled to purchase a vehicle and expresses discontent, it will undermine the product's value, as seen with some other EV brands in the market,” Galliera stated.

      “Our communication has been very straightforward. This car will not be imposed on anyone; it should only be offered to those who truly want to buy it,” he added. “Let me reiterate: the Luce adds diversity to our lineup, and the advantages a client derives from acquiring one are the same as those from any other Ferrari. Purchasing a Luce enhances their collection but does not grant them preferential treatment or the expectation to buy something else.”

      Have a tip? Reach out to us at tips@thedrive.com