Ferrari is steering its most loyal customers toward purchasing the new Luce EV, a nearly $600,000 electric vehicle, as a condition for maintaining access to future limited-edition sports cars. According to a Bloomberg report, one buyer said Ferrari made it clear that taking the Luce mattered if he wanted to keep his place among top clients, while another collector noted that access to one-off models depends on buying the Luce or cheaper entry-level Ferraris. The practice is part of Ferrari's long-standing patronage system where the brand directly manages its client list, often requiring buyers to purchase less desirable models to qualify for highly coveted, value-appreciating special editions like the upcoming 12Cilindri or a potential GTO manual transmission variant.
Ferrari NVFerrari's strategy to require Luce EV purchase for access to limited editions ensures strong demand for the new model, boosting sales and maintaining brand exclusivity.