Overview
- Ferrari unveiled the Luce on May 25 and faced unusually harsh public reaction and an about 8% share drop the next day after critics attacked its minimalist LoveFrom design.
- Mid‑June reporting, citing collectors and people familiar with dealer discussions, says Ferrari has told some buyers that committing to the Luce can improve their priority for the brand’s most scarce models.
- Ferrari has reiterated its long‑standing allocation policy that rewards long ties to Maranello and denied that it is forcing customers to buy the Luce solely to climb allocation lists.
- Analysts and dealer checks have flagged weak demand from existing clients, leaving it uncertain whether the loyalty‑test tactic will fill orders for the low‑volume, high‑price EV with deliveries from Q4 2026 and U.S. cars in 2027.
- The approach builds on Ferrari’s deliberate scarcity model—the company has historically favored repeat buyers and collectors to protect margins—and could push collectors to buy contested production cars to preserve future access to one‑off or special‑series models.