Ferrari is reportedly using its first electric vehicle, the controversial Luce, as a loyalty test for its wealthy customers. The Italian manufacturer has long rewarded buyers who keep purchasing regular production cars—mainly softer GTs and four-seat models like the California, FF, GTC4Lusso and Portofino—and who build a long-term relationship with the company, earning access to limited-run cars.
These regular production models are often hit with heavy depreciation the minute they leave the showroom, and the $640,000 Luce will likely not be an exception. It’s not out of the question that it becomes the quickest-depreciating Ferrari in the current lineup, since it’s its first EV and has stirred controversy with the way it looks, so it makes sense that Ferrari will apply the usual tactic to start moving these cars.
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