Ferrari denies any forced purchase of its €550,000 Luce electric car

Ferrari’s first fully electric model, the Luce, was unveiled in late May 2026 with a price tag of €550,000. The announcement triggered a 6 % drop in Ferrari shares within 24 hours as investors feared dilution of the brand’s exclusivity.

Media reports later alleged that Ferrari was pressuring owners to buy the Luce in order to gain access to limited‑edition internal‑combustion models. The company’s marketing and sales chief Enrico Galliera rejected the claim, stating, “It would be a terrible mistake – we would risk destroying its residual value on the market.” Ferrari says the Luce will only be offered to “highly motivated” clients, not as a mandatory prerequisite for other purchases.

The strategy aims to protect the model’s resale value and maintain the high margins that underpin Ferrari’s business model. In 2025, 84 % of new Ferraris were sold to existing owners, underscoring the brand’s reliance on a loyal, affluent customer base.