Ferrari fully unveiled the Luce at the end of May. While its design has polarised opinion, its performance has not: the Luce is set to bring Maranello’s driving dynamics and brand emotion to electromobility. It features a bespoke battery-electric platform, four electric motors, up to 772 kW of power, and a 122 kWh battery. The first battery-electric Ferrari is not a classic two-seater but a four-door, five-seater with a starting price of €550,000 euros.

Ferrari’s use of an incentive system for loyal customers is not new. Those who regularly purchase production models gain preferential access to limited special editions from the Italian manufacturer.

No ‘negative ambassador’

Yesterday, Ferrari officially denied rumors that customers would be required to buy the electric Luce model to access limited-edition models. Enrico Galliera, Ferrari’s marketing boss: “It would be a ‘big mistake’ to apply such pressure. We’d run the risk of creating negative ambassadors who would speak poorly of the Luce and, after a few months, resell it.”

“This would destroy its residual market value, which is precisely what the luxury electric vehicle sector is suffering from today,” he added.

Galliera himself will be replaced as Ferrari’s marketing chief on 1 July. There appears to be no causal link to the Luce controversy, according to reports. He had decided after 16 years at Ferrari to “embark on a new chapter in his professional journey” and had informed the company some time ago. His successor on 1 July will be Massimiliano Di Silvestre, who until last month led BMW’s business in Italy.