Ferrari uses Luce orders as a loyalty test for collectors

Ferrari is nudging wealthy clients to buy its Luce electric model, presenting purchases as a test of loyalty that can preserve access to rarer cars.

The message, that buying the €550,000 ($636,000) Luce can help clients keep priority for more desirable models, has been delivered across parts of Ferrari’s collector network, people familiar with the matter said.

The Luce has been poorly received by some buyers, and the company appears to be using orders as an allocation signal to the most valued customers.

Ferrari has long run an allocation system that rewards repeat buyers of its standard models with priority access to editions, a practice that previously helped route cars such as the $2.1 million LaFerrari Aperta to preferred collectors.