Ferrari makes electric Luce a loyalty gateway for wealthy buyers

Ferrari is promoting its first fully electric model, the Luce, priced at €550,000, by tying the car to a loyalty system. The automaker is using the waiting list as a test of customer devotion, signalling that purchasing a Luce could give affluent clients preferential access to future exclusive special‑edition Ferraris.

Bloomberg reports that insiders say the Luce may serve as an entry‑level offering for rich customers to secure allocations of the brand’s most coveted models, effectively making the electric car a stepping stone within Ferrari’s allocation framework.