- Ferrari’s new EV may be helping buyers secure future allocations.
- Collectors say the Luce has become part of Ferrari’s loyalty ladder.
- Strategy resembles those used by luxury brands beyond automotive.
Ferrari has spent decades perfecting the formula it uses to sell cars today. It builds fewer cars than it can sell and lets exclusivity do the rest. Now, according to a new report, the brand’s first electric vehicle is doing more than adding to overall sales. Some collectors say it’s the ticket to getting allocations of far more desirable models in the future. Whether or not the payoff happens is another conversation entirely.
According to Bloomberg, several collectors and investors familiar with Ferrari’s customer network say they’ve been told, directly or indirectly, that purchasing the €550,000 ($636,000) Luce could strengthen their relationship with the automaker. The outlet spoke with more than half a dozen buyers from Italy to China about how Ferrari reached out following the Luce’s debut.
Read: Nissan Deletes Its Ferrari Luce Troll Post, Mazda Doubles Down
Ferrari has long rewarded repeat buyers with access to its most exclusive vehicles, including halo cars such as the LaFerrari Aperta. In many ways, that’s nothing new. Jay Leno famously doesn’t own any because he finds the rigamarole too much of a hassle. Collector-car adviser Max Girardo compared the process to securing a table at an impossible-to-book restaurant, saying frequent customers eventually receive preferential treatment.
The Rolex Playbook, Applied to Cars
Notably, Ferrari wouldn’t be the first luxury brand to operate this way. Rolex, Hermes, and others have built businesses around rewarding loyal customers with access to highly sought-after products. A buyer who regularly purchases watches from a Rolex dealer may eventually get the call for a hard-to-find steel Daytona. Hermes has famously used a similar approach with Birkin bags. The difference here is that the Luce itself appears to be the stepping stone rather than the prize.
Ferrari told Bloomberg that it prioritizes customers with long-standing relationships when allocating highly desirable vehicles. It denied encouraging buyers to purchase cars simply to improve their ranking. The company said customers should choose vehicles based on their own tastes and preferences rather than any perceived advantage in future allocations.
The Signal Is Getting Through
Still, several collectors interviewed by Bloomberg said the signal is being received loud and clear. One buyer claimed Ferrari emphasized that taking the Luce mattered if he wanted to remain among the company’s top-tier clients. Others suggested that newer customers may view the EV as one route toward future one-off or limited-production Ferraris.
“Most people seem to hate the car and say it’s ugly,” said Paul Welch, founder of luxury-assets platform MillionPlus. The styling isn’t the draw, though. “Some people are thinking about buying it just to get access for future cars and go higher up the waiting list – a lot of people play that game.”
Also: The New Luce EV Looks So Un-Ferrari We Tried It With Five Other Badges
Ultimately, both sides could be playing a losing game here. The Luce didn’t exactly arrive to fanfare and cheers. Collectors desperate for a low-volume halo car could end up with it and be less than pleased if they don’t get on the list after picking the Luce up. In that future, what’s to say that the Luce doesn’t build a reputation for letting both sides down?
