Ferrari's Chief Marketing Officer Enrico Galliera has denied reports that the company is forcing customers to buy the Luce EV to access higher models. In a meeting with The Drive, Galliera stated that the idea of forcing customers to purchase a vehicle they don't want is "totally not correct" and would only generate frustration.
Galliera explained that the Luce EV is designed for a different target audience and that customers should only buy the car if they are genuinely interested in it. He emphasized that forcing a customer to buy a vehicle they don't want would ultimately reflect poorly on the company and damage the close relationship it has with its clients.
View Price on AmazonBloomberg had previously reported that Ferrari was urging customers to buy the Luce EV to gain access to higher models, citing conversations with various clients who had been contacted by the company. However, Galliera has categorically denied these claims, stating that the Luce EV is simply another variety in Ferrari's lineup and that buying one does not give customers any special benefits or priority access to other models.
Galliera's comments come as Ferrari continues to expand its electric vehicle offerings, with the Luce EV being one of the company's first forays into the market. While some customers may be interested in purchasing the Luce EV, others may be hesitant due to its high price point or limited range.
Source: thedrive.com
