--- title: "No, Ferrari Won’t Force You To Buy a Luce EV To Gain Access To Higher Models" date: "2026-06-19" modified: "2026-06-19" authors: - name: "Jerry Perez" job_title: "Deputy Editor" link: "https://www.thedrive.com/authors/jerry-perez" url: "https://www.thedrive.com/news/no-ferrari-wont-force-you-to-buy-a-luce-ev-to-gain-access-to-higher-models" categories: - "Ferrari News" - "News" - "News by Brand" tags: - "Ferrari" --- # No, Ferrari Won’t Force You To Buy a Luce EV To Gain Access To Higher Models ![]() *\Jerry Perez\* In a meeting with Ferrari Chief Marketing Officer Enrico Galliera on Friday morning, the executive told *The Drive* that a recent *[Bloomberg.com]() report* alleging that Ferrari had urged its customers to buy a Luce EV to gain access to or move up the waiting list for high-trim “Special Series” models is categorically “untrue.” When asked if Ferrari had done so, or planned on doing so, the executive said the following: “No, I was mad because we don't respect what is written in this article, and it's totally not correct,” Galliera told *The Drive*. “Let me say why: because since the very beginning, we made clear to our clients that this car is designed for a different target audience. “We are happy for our clients who'd like to buy, but we need to make sure that whoever is buying this car is convinced to buy this car—it doesn’t have to be forced. And there is a simple explanation for that: based on the experience we have seen in the markets for previous \[models\], if you sell a car to a client who doesn't want to buy it, they will become the first negative ambassador,” said Galliera. *Bloomberg* cites conversations with various clients who had reportedly been contacted by Ferrari and told that buying a Luce would help or guarantee they would keep their place among the brand’s top clients. Likewise, the report notes that new buyers were also motivated to buy the EV to gain access to higher models. ![]() ![]() To Galliera, who oversees the marketing strategy for the Italian automaker and works closely with product development to shape Ferrari’s offerings, the concept of forcing a customer to buy a car they don’t want only generates frustration. Furthermore, this would eventually reflect poorly on Maranello and tarnish the close relationship it enjoys with its clients. “If a customer is forced to buy a vehicle and says ‘I don't like it,’ then they will destroy the value of the product, which is what happened to some other EV labels in the market," said Galliera. “Our message has been very clear. This car is not going to be forced on people, it should be given only to the client who would like to buy it," he added. "I’d like to repeat this: Luce is another variety in our lineup, so the benefits the client gets from buying one are the same as with any other Ferrari. Buying a Luce complements their garage, but does not give the right or push to buy something else." *Got a tip? Email us at tips@thedrive.com* ## Author Jerry is responsible for upholding The Drive's ethos as an audience-first, enthusiast-driven car blog that serves up industry-leading news, reviews, culture, and motorsport coverage. Overseeing a staff of writers and editors from his home base in Indianapolis, he helps curate the site's daily rundown, as well as its medium- and long-term content strategies. Jerry joined The Drive in 2018 as a writer and worked as news editor and managing editor before becoming the deputy in 2023. As a lifelong car enthusiast and racing fan, Jerry believes that all cars are cool, but the people behind the machines are even cooler. This belief often gives The Drive a slightly different focus from most other car sites, where we explore the humanity behind the machines. When he's not obsessing over the day's biggest stories or hanging out at a race track, Jerry can be found behind the wheel of a car, most likely sharing a laugh with his teenage son or daughter. ### Author social links [Instagram]()