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Ferrari Denies Forced EV Purchase
22 Jun
Summary
- Ferrari denies forcing clients to buy new EV for exclusive models.
- Buying the €550,000 Luce EV is not a requirement for future purchases.
- Pressure to buy Luce could create negative brand ambassadors, says exec.
Ferrari has clarified that purchasing its new Luce electric vehicle is not a prerequisite for acquiring the luxury carmaker's limited-edition models. Enrico Galliera, Ferrari's Chief Marketing and Commercial Officer, dismissed reports suggesting a mandatory purchase requirement for the €550,000 Luce. He emphasized that applying such pressure would be a significant error, risking the creation of dissatisfied customers who might negatively impact the model's residual market value.
Galliera stressed that Ferrari's allocation system, particularly for exclusive models, prioritizes long-standing clients and owners who maintain their vehicles. The directive to dealerships is clear: ensure buyers are truly motivated by the Luce itself, not by the prospect of gaining benefits for other Ferrari purchases. The company is gathering data on Luce orders and will release precise figures with its second-quarter results at the end of July.
