Ferrari Luce electric sedan draws controversy over buyer pressure

Ferrari's first fully electric model, the Luce, was unveiled amid a wave of criticism over its angular design and the loss of the brand's iconic V8 and V12 engines. Priced at about €550,000, the four‑door sedan has been accused of being used as a loyalty test: customers who decline to purchase the model risk losing their place on the waiting list for future exclusive Ferrari cars. Former Ferrari director Luca di Montezemolo expressed disappointment, while marketing chief Enrico Galjera denied that the company pressures buyers or offers any advantage for future model allocations.

The company maintains that reservations for the Luce are strong and that the vehicle is intended for customers who genuinely want an electric Ferrari, not as a ticket to rarer models. Performance figures quoted include four independent electric motors delivering over 1,000 horsepower. Ferrari also acknowledged a “deliberate distribution strategy” aimed at preserving the brand’s scarcity, but insists it does not coerce owners into buying the Luce.