Beauty & Cosmetics

Ferrari's First EV Might Be The Car Buyers Order To Get The One They Really Want

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Ferrari's Luce, the brand's first electric vehicle at $636,000, is attracting buyer commitments despite controversy over its battery powertrain and design. The company is positioning the Luce within its traditional allocation system—where limited models go to long-term loyal customers—as a gesture that keeps buyers in contention for future rare releases. This tests whether Ferrari's scarcity-based brand model can sustain cars that buyers view as stepping stones rather than true desires.

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