by Ferrari threatened media with huge fines over Luce information leak
The launch of the new electric Ferrari Luce proved controversial not only because of its design and powertrain. As renowned blogger Shmee recounted, the real drama began long before anyone turned on the cameras. In his video after the presentation in Rome, he described an atmosphere that resembled a secret operation more than a high-profile supercar launch.
The most striking detail was the non-disclosure agreements, which stipulated a fine of 600,000 euros (about $700,000) for anyone who allowed information to leak. Penalties are common practice in the industry when media get early access to materials, but they rarely reach even a tenth of that amount. Now it is clear why the new car did not appear on Instagram 24 hours before its official debut.
Strict control at the event
When journalists arrived at the exhibition hall, their phones and laptops were sealed with special stickers. Media were not allowed to use their own operators or equipment. Instead, Ferrari provided its own camera crews, controlled the materials, and released clips only shortly before the embargo was lifted.
This situation created uncomfortable conditions for reporters trying to form their own opinion about a car they had never seen before and which looked nothing like they had imagined. Shmee repeatedly described how he entered the presentation thinking, “what have they done?”, trying to understand if this car even resembled a Ferrari.
Limited time and PR pressure
He explains that journalists had about 30 minutes with the Luce, surrounded by Ferrari employees and PR representatives who were listening nearby. So it is no surprise that many content creators simply repeated official talking points instead of giving meaningful reactions.
Tech bloggers got the keys first
One of the details Shmee revealed is the different and better access given to tech bloggers. YouTubers, including Marques Brownlee, attended a separate event where some even had the opportunity to ride in the Luce. Meanwhile, traditional automotive journalists became the so-called “second wave.”
Such a strategy makes sense. The Luce is clearly not aimed at old-school Ferrari fans, and it has always struggled to win over car enthusiasts. They already have the Purosangue and a plethora of sports cars to choose from. The real task of the Luce is to attract new buyers to the brand — drivers who likely never considered a Ferrari before.
This is a plan that worked with the California and the Purosangue, but will it work with the much more radical Luce, or is it too polarizing even for tech enthusiasts?
Post from Tim – Shmee (@shmee150)
Ferrari’s approach to media coverage for the Luce launch demonstrates the brand’s extreme caution as it brings its first fully electric model to market. The company is clearly aware of the risks associated with the perception of a new car that is radically different from everything they have done before. Tight control over information and prioritizing tech bloggers over traditional automotive journalists indicates Ferrari’s desire to change its target audience and position the Luce not just as another supercar, but as a technological product of the future. Whether this strategy will pay off remains to be seen, but it is already clear that Ferrari is ready to take unprecedented measures to protect its new electric project.
