A Collector Leaked Ferrari’s Luce Sales Pitch Email And His Reply Was Brutal

Ferrari is hand-picking owners to sell its first EV, the Luce, but at least one collector, Jeffrey Cheng, had a brutal response to the sales pitch. Cheng called the Luce “un-Italian” and unworthy of the Ferrari badge, stating that the design feels disconnected from Ferrari’s heritage. He argued that the Luce isn’t worthy of a Hyundai or Kia badge, let alone a Ferrari badge, and that it’s an “abomination.” Cheng also suggested that the only people likely to buy the Luce are customers trying to improve their standing within Ferrari’s allocation system. The exchange highlights the uphill battle facing Ferrari’s first EV, with Cheng’s criticism focusing on the styling rather than the fact that it’s electric. Ferrari sales consultant Lee Perkins had reached out to Cheng, a hypercar collector, to describe the Luce as Ferrari’s vision for the future and to assure potential buyers that the driving experience remains faithful to the brand’s DNA. However, Cheng’s response was anything but encouraging, with him stating that he wouldn’t be “caught dead” in the vehicle and feeling “almost embarrassed” for Ferrari sales consultants tasked with selling the car.