Ferrari will hand-pick buyers for its first electric vehicle (EV), with the company confirming it won't offer the model to collectors or clients who aren't interested in electrification.
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Speaking after the company's recent Technology and Innovation Workshop, Ferrari's Chief Marketing and Commercial Officer, Enrico Galliera, told CarExpert in an exclusive interview that the Italian brand is taking an unusually cautious and selective approach as it prepares to launch its first battery-electric model in 2026, hitherto dubbed the Elettrica.
"If it's not for you, maybe… you are not going to be invited. I'm not giving you the car, because it's not the car for you," Mr Galliera said.
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He explained that Ferrari has already begun reaching out to clients to identify those most aligned with the company's first EV. "We are talking with people that are not Ferrari owners today," he said. "People from the renewable-energy world, from the tech world, from sustainability, because we believe they can understand this car better than others."
Mr Galliera added that Ferrari has "interviewed 1000 existing clients" to understand expectations for the Elettrica and to determine how they perceive the brand's move into electrification.
He said Ferrari's goal is to enter the EV segment cautiously while learning from the mistakes of others. "We are totally ignorant in the electric-car world – and we want to be," said Mr Galliera. "We are learning from others' mistakes. We saw companies pushing clients into electric cars before the market was ready. That's not Ferrari."
Mr Galliera said the company would not measure success by sales volume. "We will measure success based on interest and the level of waiting list we can generate," he said.
He stressed that the decision to buy a Ferrari EV will remain entirely voluntary. "We are not going to force anyone," Mr Galliera said. "If you want to buy electric, you buy. If you don't, you don't."
Ferrari expects its first EV customers to be early-adopters who are emotionally engaged with the brand rather than motivated by environmental concerns. The approach mirrors Ferrari's long-standing strategy of controlling allocation to protect residual values and ensure buyers align with the car's philosophy.
Ferrari's first electric model is due for release in 2026 and will be produced in the company's new e-Building facility in Maranello, alongside its hybrid and combustion-engined models.
Content originally sourced from: CarExpert.com.au
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