Ferrari denies it's pressuring customers to buy its controversial EV

Ferrari has labelled as "false" reports it has been pressuring customers to order its first electric vehicle (EV), the Luce – due in Australia in mid-2027 – to be able to access the rest of its range and retain preferential status.

The comments follow a Bloomberg report suggesting the brand was resorting to such tactics to sell the roughly €550,000 ($A899,506) four-door, five-seat Luce following an icy reception at its global unveiling in Rome, Italy last month.

The report claimed some Ferrari dealers had been offering customers priority access to other models if they placed an order for the Luce. It also alleged similar pressure was being applied to clients to maintain their ‘top-tier’ status.

Speaking to The Drive, Ferrari chief marketing officer Enrico Galliera said such behaviour would damage the legendary brand, insisting the article was incorrect.

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“I was mad because we don't respect what is written in this [Bloomberg] article, and it's totally not correct,” Mr Galliera told The Drive.

“Luce is another variety in our lineup, so the benefits the client gets from buying one are the same as with any other Ferrari. Buying a Luce complements their garage but does not give the right or push to buy something else.”

The Ferrari CMO also told Italian outlet Automoto the claims were “false” and that such behaviour would hurt Ferrari.

“Since the very beginning, we made clear to our clients that this car is designed for a different target audience,” Mr Galliera told The Drive.

“We are happy for our clients who'd like to buy it, but we need to make sure that whoever is buying this car is convinced to buy this car. It doesn't have to be forced.

“And there is a simple explanation for that: based on the experience we have seen in the markets for previous [models], if you sell a car to a client who doesn't want to buy it, they will become the first negative ambassador.”

The Luce received a mixed reception when it was unveiled, not only as the brand’s first EV, but because it's unlike any Ferrari before it.

This saw former Ferrari chairman Luca di Montezemolo, credited with helping turn the company around during his tenure as boss between 1991 and 2014, say: “I am truly sorry. I hope they remove the Prancing Horse [Ferrari logo], at least from that car.”

It also saw Lamborghini CEO Stephan Winkelmann declare the Ferrari rival’s 2025 decision to delay its previous plans for an EV indefinitely “the right way to go”.

Ferrari is fiercely protective of its image and has unashamedly taken successful legal action against unauthorised use of its branding, including ‘replica’ vehicles made by enthusiasts and businesses.

Ferrari also introduced a 7000-per-year production cap in 2010 under di Montezemolo to maintain exclusivity, which it has since abandoned, delivering 13,640 vehicles in 2025 – only 112 fewer than its record result set the previous year.

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