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The controversy arose after reports surfaced that certain Ferrari customers had been encouraged to purchase the new Luce – the brand\u2019s first 100% electric vehicle -in order to preserve their privileged status and their chances of gaining access to future limited editions.<\/p>\n
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The reception for the Luce, however, has been more mixed than that typically reserved for the brand\u2019s new models. As the first all-electric Ferrari in history, this model marks a break from several hallmarks<\/strong> that have built the Italian automaker\u2019s legend. Its four-door, five-seat architecture, its more mainstream design, and the absence of the traditional internal combustion engine have raised reservations among some enthusiasts and collectors.<\/p>\n <\/p>\n Following its official unveiling in late May, Ferrari\u2019s stock price fell on the market, as some investors questioned the group\u2019s ability to preserve its identity while successfully transitioning to electric vehicles. On social media and in various specialized publications, many purists lamented the loss of the distinctive sound of the V8 and V12 engines<\/strong>, considered an essential part of the Ferrari experience. The automaker nevertheless reports strong commercial interest in the Luce, which could also appeal to a new customer base more receptive to electric technology and environmental concerns.<\/p>\n <\/p>\n <\/p>\n The automaker, based in Maranello in the Emilia-Romagna region, quickly denied these reports. Enrico Galliera<\/strong>, Ferrari\u2019s director of marketing and sales, stated that requiring the purchase of the Luce as a condition for accessing other models would be a \u201chuge mistake.\u201d According to him, selling a vehicle to a customer who does not want it could create \u201cnegative ambassadors\u201d and weaken the model\u2019s residual value.<\/p>\n <\/p>\n Ferrari does, however, acknowledge the existence of an allocation system that prioritizes its most loyal customers. In 2025, 84% of new vehicles were sold to customers who already owned a Ferrari, and more than half were sold to collectors who own multiple models of the brand.<\/p>\n <\/p>\n This selection policy is not new. The rarest models are traditionally reserved for customers most deeply engaged in the Ferrari ecosystem, whether in terms of their purchase history, their participation in the brand\u2019s events, or their long-term loyalty.<\/p>\n <\/p>\n <\/p>\n This controversy echoes the one that affected Herm\u00e8s<\/strong> in the United States. In 2024, a class-action lawsuit accused the French fashion house of implicitly requiring certain customers to first purchase other products – shoes, scarves, jewelry, or ready-to-wear<\/strong> -before they could hope to be offered a Birkin or a Kelly bag.<\/p>\n <\/p>\n Herm\u00e8s has always denied the existence of such a formalized practice. The brand emphasizes that the allocation of its most sought-after bags depends on numerous criteria, including product availability and the relationship maintained with customers. Nevertheless, the perception of a \u201cmandatory purchasing process<\/strong>\u201d remains widespread among certain consumers and industry observers.<\/p>\n <\/p>\n <\/p>\n In both cases, the issue goes beyond the simple sale of a product. It touches on the very heart of the luxury business model: the management of scarcity.<\/p>\n <\/p>\n Both Ferrari<\/strong> and Herm\u00e8s<\/strong> cultivate demand that exceeds supply in order to preserve their exclusivity and their ability to set prices. This strategy greatly contributes to the desirability of their products but also exposes the brands to criticism when the mechanisms for gaining access appear opaque.<\/p>\n <\/p>\n While Ferrari denies any link between the Luce and its future limited editions, just as Herm\u00e8s rejects the idea of a prior purchase requirement to obtain a Birkin or a Kelly<\/strong>, both companies face the same challenge: convincing their customers that rewarded loyalty does not amount to a disguised conditional sale.<\/p>\n <\/p>\n As waiting lists grow longer and iconic products become true collector\u2019s items, the line between loyalty programs and privileged access will likely continue to fuel debate within the luxury industry.<\/p>\n <\/p>\nFerrari Denies Any Link Between the Luce and Access to Limited-Edition Models<\/h2>\n
The Herm\u00e8s Precedent<\/h2>\n
Scarcity as a Driver of Desire<\/h2>\n