Full Breakdown
Ferrari Denies Allegations of Pressuring VIPs to Purchase the Luce EV
6/22/2026, 12:13:55 PM
Ferrari’s Luce EV: Alleged Customer Pressure
Bloomberg reported that Ferrari dealers were offering VIP clients priority on future limited-run models if they ordered the Luce, the brand’s first electric vehicle, suggesting the €550,000 EV was being used to preserve “top-tier” status.
Launch Context and Market Reception
The Luce, a four-door, five-seat EV, debuted in Rome and is scheduled for delivery in Australia by mid-2027 and in Thailand later that year. Early interest includes both traditional Ferrari collectors and new-age buyers. The unveiling in Rome received a mixed reception, with some observers noting the model’s departure from Ferrari’s traditional design language. Ferrari previously capped production at 7,000 units per year, a limit lifted after delivering 13,640 cars in 2025—only 112 fewer than the prior record year.
Key Figures
- Enrico Galliera – Chief Marketing Officer, Ferrari, who publicly denied the pressure claims.
- Luca di Montezemolo – Former Ferrari chairman (1991-2014), who expressed regret over the EV’s branding.
- Stephan Winkelmann – CEO of Lamborghini, who commented on Ferrari’s EV strategy.
Galliera emphasized that coercion would conflict with Ferrari’s brand philosophy of voluntary ownership.
Production and Pricing Data
The Luce’s price is reported as €550,000 (? $A899,506) in Australian sources and $636,000 (? €550,000) elsewhere, showing a discrepancy. Ferrari delivered 13,640 vehicles in 2025, a slight drop from the prior record year.
Official Statements
Galliera told *The Drive* and *Automoto* that Ferrari never coerces customers, stressing the Luce targets a distinct audience and that forcing a purchase would harm loyalty. He warned that selling to uninterested buyers creates “negative ambassadors.” Montezemolo issued an apology, hoping the Prancing Horse logo would be removed from the EV. Winkelmann described Ferrari’s decision to delay earlier EV plans as “the right way to go,” signaling industry approval of Ferrari’s cautious approach.
Criticism and Opposition
The Bloomberg claim that dealers tied Luce orders to future model access implies pressure on VIPs, a practice critics say could erode exclusivity and depress secondary-market values if owners become dissatisfied.
Conflicting Reports
- Price figures differ between €550,000 (Australian conversion) and $636,000 (other source).
- No independent verification of dealer practices was provided; the allegations rely on unnamed sources.
- Whether any formal policy links Luce purchases to future model eligibility remains unclear.
Verbatim Quotes
- “I was mad because we don't respect what is written in this [Bloomberg] article, and it's totally not correct,” — Enrico Galliera, Chief Marketing Officer, Ferrari
- “Since the very beginning, we made clear to our clients that this car is designed for a different target audience,” — Enrico Galliera, CMO, Ferrari
- “I am truly sorry. I hope they remove the Prancing Horse [Ferrari logo], at least from that car.” — Luca di Montezemolo, former chairman, Ferrari
- “the right way to go” — Stephan Winkelmann, CEO, Lamborghini
Outlook
Ferrari plans to begin Luce deliveries in Australia by mid-2027 and in Thailand later that year. The company continues to protect its branding against unauthorized use.
