Ferrari’s first EV Luce kept under strict secrecy; media leak penalty reportedly up to €600,000

Tight security at the reveal

Ferrari (法拉利) staged an unusually secretive rollout for Luce, its first electric model, reportedly imposing strict controls on journalists and creators at the launch. It has been reported that attendees found the room more like an intelligence briefing than a car show: phones and laptops were affixed with security stickers, personal camera crews were banned, and Ferrari supplied its own photographers—who released footage only shortly before an official embargo lifted. Several reporters said their actual hands‑on time with Luce lasted roughly 30 minutes, with company staff and PR representatives present throughout.

A steep penalty to deter leaks

The dramatic detail that has attracted attention is a reported leak penalty clause in the non‑disclosure agreement of up to €600,000—about RMB 4.7 million. Media outlets routinely sign NDAs that restrict pre‑release publication, and fines are not unheard of; but industry observers say that the scale here is extraordinary—often an order of magnitude higher than typical clauses—and helps explain why no clear images circulated in the 24 hours before the official reveal.

Influencers first, traditional press second

It has been reported that select tech influencers received different, and in some cases earlier, access. High‑profile YouTubers such as Marques Brownlee (MKBHD) and others allegedly attended separate sessions and some reportedly even test‑drove Luce, while traditional automotive outlets were placed in a so‑called “second wave.” Is this a new normal—prioritizing influencer reach over established trade coverage? For Western readers unfamiliar with Chinese tech press outlets: the story was carried by IT之家 (ithome) citing Carscoops and firsthand accounts from creators like Shmee, illustrating how global automakers now manage tightly controlled narratives across cultures and platforms.

Why it matters

Beyond celebrity PR tactics, the episode underscores bigger industry trends: intense competition in electric‑vehicle technology, heightened concern about leaks and intellectual property, and a willingness by luxury brands to police information aggressively. Journalists and creators alike are being nudged toward official channels—and that reshapes how the first public impressions of major products are formed.