Ferrari Luce Reservations Doing Well?
The internet was pretty much unanimous in slamming the Ferrari Luce. The blocky EV sport sedan had far from a warm reception, and even former Ferrari CEO Luca di Montezemolo had choice words for the car. “At least take the prancing horse off,” and “This is definitely a car that the Chinese won’t copy,” were just some of the things he said about it in public.
Despite that, Ferrari claims that Luce reservations are coming along quite nicely. Current Ferrari CEO Benedetto Vigna said the Luce is seeing strong interest, adding, “We’ve already received bank transfers, clients who were there want it.”
However, there might be another reason why a good number of customers are ordering the brand’s most controversial car yet.
It Was Bound to Happen
It’s no secret that one has to buy ‘junior’ Ferrari models first before one can even think about making a reservation for its more exclusive offerings. The Average Joe simply cannot walk into Ferrari and plop money on the table demanding one of its hypercars. Said person has to prove they are worthy of its rarer, finest vehicles before that happens.
According to a report from Bloomberg, the Italian automaker is, let’s say, gently nudging its clients to get the Luce. The reward? Moving up the priority list when a new and exclusive model comes along. It’s nothing really new in the world of Ferrari or any ultra-luxury goods, but it’s interesting to see the Luce being pushed as a stepping stone of sorts, considering its price.
Customer Testimonials
As it turns out, Ferrari had already been encouraging its clients to do so, but its first-ever EV was unveiled at a launch event about a month ago. About 1,600 of them attended the event, and it’s safe to say the company spoke to a couple of them.
Per Bloomberg, one client was told he should get the car “if he wanted to keep his place among top clients.” Those relatively new to the brand were also encouraged to purchase the Luce or any of its less expensive models to gain access to higher-end models. Think of it as an entrance fee, but one that costs north of $600,000.
Of course, we’re not suggesting that Ferrari is strong-arming its clients to buy the Luce, but it can partly explain why the car’s reservation books have been filled until 2027. So, for the one-percenters who must have the F80 or any of the XX program models as quickly as possible, you know what to do.
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