Ferrari has dismissed as inaccurate media claims that it is compelling clients to order its initial electric car, the Luce, set for Australian launch in mid-2027, simply to unlock other models or keep favored client standing.

The remarks come after a Bloomberg story indicating the marque was using such methods to move the approximately 550000 euro four-door five-seat Luce after a cool response at its worldwide debut in Rome last month.

The account suggested certain Ferrari outlets were granting buyers early entry to additional models upon ordering the Luce. It further claimed comparable influence was exerted on customers to preserve their elite standing.

Addressing The Drive, Ferrari marketing chief Enrico Galliera stated that such actions would harm the storied marque and labeled the piece inaccurate.

“I was upset because we do not follow what appears in this article, and it is entirely wrong,” Mr Galliera told The Drive.

“Luce adds another option to our range, so the advantages a buyer receives from ordering one match those of any other Ferrari. Acquiring a Luce enhances their collection but creates no obligation or incentive to purchase further vehicles.”

The Ferrari executive also informed Italian publication Automoto that the assertions were untrue and that such conduct would damage the company.

“From the outset, we explained to our customers that this vehicle targets a distinct group,” Mr Galliera told The Drive.

“We welcome clients who wish to acquire it, yet we must confirm that anyone selecting this model does so willingly. It must not involve coercion.

“A straightforward reason exists: from prior market observations, selling a vehicle to an unwilling buyer turns that person into the leading critic.”

The Luce drew varied reactions upon reveal, both as the first electric Ferrari and due to its departure from prior designs.

This prompted ex-Ferrari chairman Luca di Montezemolo, who aided the firm’s revival from 1991 to 2014, to remark: “I am truly sorry. I hope they remove the Prancing Horse logo, at least from that car.”

It also led Lamborghini CEO Stephan Winkelmann to call the rival’s choice to postpone its electric plans indefinitely the correct approach.

Ferrari guards its reputation closely and has pursued legal measures against improper use of its marks, including replicas built by hobbyists and firms.

Ferrari also set a yearly output limit of 7000 units in 2010 under di Montezemolo to preserve rarity, a cap later lifted, with 13640 cars delivered in 2025, just 112 below the prior record.