Ferrari won't manipulate its good customers into buying the Luce

For decades, buying a Ferrari is more than just signing a cheque. At Maranello, customer relations are an integral part of the product. Collectors know this: to access the most exclusive models, you often have to go through several intermediate purchases, sometimes less desirable, in order to "climb the hierarchy" of the manufacturer. But with the future electric Ferrari, the rules are changing. Or rather... they're adapting.

A highly unusual statement from Benedetto Vigna

At the financial results presentation, Ferrari CEO Benedetto Vigna was keen to clarify a sensitive point: the first electric Ferrari 100 %, christened Luce, will not be forced on customers. According to him, buying the brand's rare future hypercar will not depend on the prior purchase of the electric model.

"We will never force our customers to buy an electric car to get another model. You shouldn't force someone to buy something they don't like. That would be the biggest mistake."

A sentence that carries a lot of meaning. Ferrari implicitly acknowledges that the idea of an electric supercar is not yet unanimously supported by its historic collectors.

An electric Ferrari... already controversial

The Luce, whose name means "light" in Italian, will be unveiled in Rome on May 25, 2026. The date was not chosen at random: it corresponds exactly to Ferrari's first success in competition in 1947 with the 125 S at the Grand Prix of Rome, a historic nod to a major technological shift.

For despite its futuristic image, Ferrari knows that its public remains deeply attached to naturally-aspirated V8s and V12s. The company seems to have learned a lesson from the current automotive market: forcing the transition to electric power could damage its relationship with its most loyal customers. Clearly, the brand prefers to seduce rather than impose.

Not a change of strategy... but an exception

Be careful, however, not to interpret these words as a commercial revolution. Ferrari will probably continue to operate with its system of progressive access to limited series. Buying several "entry-level" models will remain almost indispensable if you hope to obtain a hypercar.

The difference is subtle but important: the Luce will not be an obligation. It also shows a certain confidence on the part of Maranello. Initial customer feedback has already been "very positive", and Ferrari believes it will be able to sell its electric model naturally, without artificial pressure. The price remains unknown for the moment, but some estimates suggest over $500,000.

The Luce will be just one step in a much broader plan. Ferrari plans to present five models by 2026 and around thirty by 2030. Spider variants, a new Icona, a radical model for the racetrack... And above all, freedom of choice. In the end, after the controversy surrounding the Purosangue, the brand's first SUV and yet a huge commercial success, Ferrari is applying the same method: create controversy, but never force the customer. Electric cars must convince through desire, not obligation.