Ferrari rejects claims of forced Luce purchases to protect customer status

Ferrari’s Chief Marketing Officer Enrico Galliera publicly dismissed rumors that dealers were pressuring buyers to order the new Ferrari Luce electric model in order to retain elite‑client status or secure access to future limited‑edition cars. He called the allegations “false” and explained that Luce was designed for a different type of customer and is not a prerequisite for obtaining other exclusive models.

Galliera warned that any strategy that coerces customers could damage the brand’s reputation, turn owners into “bad ambassadors,” and depress resale values if owners resell the car quickly. He declined to share exact order numbers but said sales are meeting the company’s expectations, with orders currently split roughly 50‑50 between new clients and existing Ferrari owners.

The clarification follows a Bloomberg report that sparked widespread speculation across Italy, Albania, Germany, and Croatia, prompting Ferrari to issue the official statement to protect its image and the perceived value of its models.