MILAN — Ferrari’s top marketing and commercial executive is setting the record straight after reports suggested the luxury automaker might require customers to buy its new electric vehicle in order to gain access to its most coveted limited-edition cars.
Chief Marketing and Commercial Officer Enrico Galliera addressed the claims at a product presentation late last week, directly refuting a Bloomberg report that purchasing the Luce — Ferrari’s first-ever electric vehicle, priced at €550,000 (approximately $630,000) — could become a condition for accessing Ferrari’s most exclusive models. Galliera described such an approach as a “huge mistake.”
“We’d run the risk of creating negative ambassadors who would speak poorly of the Luce and, after a few months, resell it,” Galliera said, as quoted by a company spokesman.
“This would destroy its residual market value, which is precisely what the luxury electric vehicle sector is suffering from today,” he added.
Ferrari has long operated an allocation system for its limited-edition vehicles, giving priority to loyal, established customers — particularly those who own multiple Ferraris, attend factory events, and hold onto their cars for extended periods of time.
Galliera emphasized that Ferrari has consistently instructed its dealers and customers that the Luce should only be sold to those who are “truly motivated to buy it.”
“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.
The vast majority of Ferrari’s customer base already owns more than one of the brand’s vehicles. In 2025, roughly 84% of new Ferrari sales went to existing Ferrari owners, and about 56% of buyers owned more than one Ferrari.
The five-seat Luce was unveiled last month and immediately sparked a wave of criticism, including on social media, with many taking issue with its unconventional design — a significant departure from Ferrari’s traditionally bold and aggressive styling — as well as the company’s move away from its signature gasoline-powered engines.
Shortly after the Luce’s debut, Ferrari’s CEO said the company was seeing “strong interest” in the car from both new and returning customers. However, Ferrari has not released any additional order figures since then, stating it will provide more specific numbers when it reports its second-quarter financial results at the end of July.
