Despite the Ferrari Luce being labeled the ugliest six-figure car in history, the supercar maker claimed that customers were showing a lot of interest, and pre-orders were going fast.
While I found this hard to believe, it’s not too shocking that a novel new vehicle would get pre-orders, I guess. It doesn’t mean it will consistently be purchased down the line. Still, Ferrari stock plummeted upon its reveal and a former CEO said it was not worthy of the prancing horse logo. It wasn’t seeming too great. But CEO Benedetto Vigna said: “We’ve already received bank transfers, clients who were there want it.”
Well, now we may know why. And the reason was revealed by Ferrari itself.
Ferrari may have pushed clients to buy the Luce
Ferrari, like many supercar brands, requires new customers to buy its entry-level models before they can reserve more exclusive, expensive options. This may have actually become Ferrari’s sales tactic for the Luce.
According to a Bloomberg report, the automaker has told clients to consider purchasing the Luce if they want to move up the priority list for new, exclusive, actually attractive Ferrari models. At well over $600,000, that’s a pretty lofty entry-level vehicle.
A client who attended the Luce launch event told Bloomberg that Ferrari urged him to get the ugly Nissan Leaf knockoff if he wanted to “keep his place among top clients.” Yikes.
I guess that explains the pre-orders. This could have been clients who wanted to use the Luce to stay in Ferrari’s good graces and have the chance to order an actual cool supercar in the future. It’s a pretty cunning strategy from Ferrari, if true, since that kind of “special club” mentality works pretty well with a lot of dudes. There are whole movies about that.
However, I don’t think the Luce will see sales in the long run. I predict it will drastically slow down after the pre-order phase. Hope I don’t have to see any of those suckers, I mean clients, on the road in Los Angeles in that hideous thing. That would ruin my day.
