"Ferrari's Luxury Luce: A Car for the Discerning Few? Ferrari's marketing chief has revealed a surprising strategy for the automaker's latest model, the Luce. In an effort to maintain the brand's exclusive reputation, dealers have been instructed to only sell the Luce to customers who are truly passionate about the vehicle. This approach marks a departure from traditional sales tactics, where pressure is often applied to meet sales targets. By targeting only the most committed buyers, Ferrari aims to preserve the Luce's luxury appeal and avoid diluting its brand image."
Ferrari’s marketing chief said the automaker was instructing its dealers that the Luce had to be sold only to those "truly motivated to buy it," and that pressuring customers to purchase it would be a ...
