Ferrari's sales pitch for its first electric vehicle, the Luce, has backfired spectacularly after a well-known collector publicly rejected the car in a leaked email exchange.
Hypercar collector Jeffrey Cheng, known as @speedy_jeff on Instagram, received an email from Ferrari sales consultant Lee Perkins inviting him to learn more about allocations and ordering for the Luce.
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Perkins described the Luce as Ferrari's vision for the future, assuring that the driving experience remains true to the brand's DNA.
Cheng's response was brutal.
"You honestly have to be kidding me," he wrote, adding that he wouldn't be "caught dead" in the vehicle.
He called the Luce an "abomination" and said he felt "almost embarrassed" for the sales consultants tasked with selling it.
The criticism focused heavily on the design. Cheng argued the Luce looks disconnected from Ferrari's heritage and is "un-Italian."
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"The Luce isn't worthy of a Hyundai or Kia badge, let alone a Ferrari badge," he wrote, calling it "an absolute joke on so many levels."
Cheng suggested buyers could purchase top-tier EVs from Tesla, Rivian, and Lucid and still have money left for a private-jet vacation.
He also claimed the only people likely to buy the Luce are those trying to improve their standing within Ferrari's complex allocation system.
Cheng encouraged the consultant to share his email directly with Ferrari executives.
The exchange highlights the uphill battle Ferrari faces as it prepares to launch its first EV.
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While online criticism is easy to ignore, this direct rejection from a targeted enthusiast is harder to dismiss.
