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Tuesday 26 May 2026

Ferrari asks customers not to buy its first EV

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Ferrari has released its first electric model with an unusual request to its customer base. It has asked them not to buy it. With the five-door Luce, which costs £450,000, the Italian company is targeting families who already own EVs, not petrolheads addicted to the thrum of combustion engines. Its futuristic design is a departure from the low-slung, muscular chassis of its traditional sports cars, and reflects lessons learnt from the struggles of other luxury carmakers such as Lamborghini, whose electric models have flopped. But it has still tried to recreate some of the excitement of a traditional engine, with a motor that emits a sound similar to an electric guitar.

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