Ferrari’s First EV Is Getting Roasted, but Buyers Still Want It

Ferrari's first EV, the Luce, has taken plenty of heat since its unveiling. The internet wasted little time picking it apart, and even former Ferrari chairman Luca di Montezemolo joined the criticism. Among his comments were suggestions that Ferrari should remove the famous prancing horse badge and jokes that even Chinese automakers wouldn't be interested in copying the design.

What's surprising is that the backlash doesn't seem to be hurting demand. Ferrari CEO Benedetto Vigna recently said customer interest remains strong, revealing that deposits have already started coming in. According to him, many of the people who attended the launch event left wanting one.

That enthusiasm raised some questions after a Bloomberg report suggested Ferrari had been encouraging customers to buy a Luce to gain better access to future limited-production models. The report claimed the EV was being presented as a way to maintain status within Ferrari's customer hierarchy or improve the chances of securing allocations for more exclusive cars later on.

Bloomberg also cited conversations with customers who allegedly received that message directly. One buyer reportedly said he was told purchasing a Luce would help him remain among Ferrari's top clients. Others, newer to the brand, were allegedly encouraged to buy the EV or other lower-tier Ferraris before hoping to gain access to the company's most desirable models. Given that around 1,600 guests attended the Luce launch event, the claims quickly attracted attention.

Ferrari has since pushed back hard. Speaking to The Drive, Chief Marketing Officer Enrico Galliera dismissed the report and said the claims were "totally not correct." According to Ferrari, the Luce was always intended for a different type of customer and was never linked to special treatment or priority access for future models. Whatever the truth may be, one thing is clear: the Luce has people talking in a way few modern Ferraris ever have.