Ferrari has pushed back against speculation that customers will need to purchase its newly unveiled Luce electric vehicle to gain access to future limited-production models, reaffirming that its long-standing approach to customer allocations remains unchanged.
The clarification came from Ferrari Chief Marketing and Commercial Officer Enrico Galliera during a recent product presentation, where he addressed reports suggesting ownership of the Luce could become a requirement for securing some of the automaker’s most exclusive vehicles. According to Galliera, such a strategy would not align with Ferrari’s philosophy and could ultimately prove harmful to both the model and the brand.
Ferrari’s allocation process for highly sought-after vehicles has historically rewarded loyalty rather than forcing specific purchases. The company typically prioritizes customers with established relationships, including collectors who own multiple Ferraris, participate in brand events and retain their vehicles over time. Galliera indicated that the arrival of the Luce does not alter those principles.
The executive also emphasized the importance of ensuring that customers purchase the Luce because they genuinely want the vehicle rather than because they believe it could provide advantages when applying for future limited-edition models. Ferrari has instructed its dealer network to focus on authentic demand and avoid encouraging purchases driven by expectations of special treatment or future rewards.
Company leadership believes that pressuring customers into buying a vehicle for reasons unrelated to personal interest could create unintended challenges. Such behavior could lead to owners quickly reselling their vehicles, potentially affecting the model’s reputation and long-term value. Ferrari views maintaining strong residual values as an important component of its luxury vehicle strategy, particularly as the broader luxury electric vehicle market continues to face challenges in that area.
The discussion comes as Ferrari’s new five-seat Luce remains one of the company’s most closely watched launches in recent years. Introduced last month, the vehicle represents a major milestone in Ferrari’s electrification plans and has generated significant debate among enthusiasts. Reactions have ranged from excitement about the company’s future direction to criticism of the model’s styling and its departure from Ferrari’s traditional combustion-engine roots.
Despite the mixed reactions, Ferrari has reported encouraging early interest in the Luce from both existing owners and potential first-time customers. The company has not yet disclosed order figures, but management has indicated that a more detailed update on demand is expected when second-quarter results are released at the end of July.
The Luce enters the market at a time when Ferrari continues to rely heavily on its loyal customer base. In 2025, approximately 84% of new Ferrari deliveries were made to existing owners, while more than half of those sales went to customers who already owned multiple Ferrari vehicles. Those figures underscore the importance of repeat buyers to Ferrari’s business and highlight why the company remains focused on maintaining long-term customer relationships rather than tying future opportunities to a single vehicle purchase.
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Images Via: Ferrari
Eve Nowell