Ferrari (NYSE:RACE) has dismissed suggestions that customers must purchase its new Luce electric vehicle in order to gain access to future limited-production Ferrari models, according to Chief Marketing and Commercial Officer Enrico Galliera.
Speaking during a product presentation last week, Galliera responded to a Bloomberg report that suggested ownership of the €550,000 ($630,000) Luce could become a prerequisite for buying some of Ferrari’s most exclusive vehicles.
He said imposing such a requirement would be counterproductive and inconsistent with the company’s approach to customer relationships.
Ferrari Warns Against Pressuring Customers
Galliera stressed that encouraging purchases for reasons other than genuine interest could have unintended consequences for both the model and the brand.
“We’d run the risk of creating negative ambassadors who would speak poorly of the Luce and, after a few months, resell it,” Galliera was quoted as saying by a company spokesman.
According to Galliera, such behaviour could damage the vehicle’s reputation and residual value.
“This would destroy its residual market value, which is precisely what the luxury electric vehicle sector is suffering from today”.
Allocation System Continues to Reward Loyal Clients
Ferrari has long operated an allocation system for its most sought-after vehicles, particularly limited-edition models.
The process generally favours long-standing customers, including collectors who own multiple Ferraris, regularly participate in company events and retain their vehicles over extended periods.
Galliera indicated that the launch of the Luce does not alter that approach.
Dealers Instructed to Target Genuine Buyers
The executive said Ferrari had made it clear to dealers that the Luce should be marketed only to customers who genuinely want the vehicle.
According to Galliera, the company’s guidance was designed to ensure demand remains authentic rather than being driven by expectations of future purchasing privileges.
“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,” he said.
Existing Customers Remain Ferrari’s Core Market
Ferrari continues to generate the vast majority of its sales from existing owners.
In 2025, approximately 84% of new Ferrari deliveries went to current Ferrari customers, while around 56% were sold to individuals who already owned more than one vehicle from the brand.
The figures highlight the importance of repeat buyers within Ferrari’s business model.
Luce Continues to Generate Debate
Ferrari unveiled the five-seat Luce EV last month, marking a significant step in the company’s electrification strategy.
The launch sparked considerable discussion among enthusiasts and on social media, with some critics questioning both the model’s styling and Ferrari’s move away from its traditional combustion-engine heritage.
The Luce’s design drew particular attention for departing from the aggressive and performance-focused aesthetic typically associated with Ferrari vehicles.
Company Reports Strong Initial Interest
A few days after the vehicle’s unveiling, Ferrari Chief Executive Officer Benedetto Vigna said the company was seeing “strong interest” in the Luce from both existing Ferrari owners and prospective new customers.
Since then, Ferrari has not released additional information regarding order volumes.
Management has indicated that a more detailed update will be provided alongside the company’s second-quarter results at the end of July.