by Ferrari Faces Harsh Criticism of Its First Electric Car Luce
Ferrari undoubtedly understood that its first electric car would not be met with universal enthusiasm. However, the company hardly expected that one of the enthusiasts it actively tried to attract as a customer would publicly criticize the car in a letter now circulating online. This exchange provides a rare glimpse into the resistance Ferrari faces as it prepares to launch the Luce on the market.
The Salesperson’s Letter and the Collector’s Crushing Response
According to screenshots published online, Ferrari sales consultant Lee Perkins contacted hypercar collector Jeffrey Chang, better known on Instagram as @speedy_jeff. In the email, the Luce was described as Ferrari’s vision of the future, with assurances that the driving experience remains true to the brand’s DNA.
Perkins explained that Ferrari was reaching out to a select group of owners and electric vehicle enthusiasts who might be interested in information about the allocation and ordering process. Chang’s response was more than restrained. “You honestly must be joking,” he wrote, adding that he “wouldn’t be caught dead” in this car. He also noted that he was “almost embarrassed” for Ferrari consultants tasked with selling this car, calling the Luce an “abomination.”
Criticism of Design and “Un-Italianness”
The criticism was not solely directed at the Luce being electric. Instead, Chang focused on the style, claiming the design did not align with Ferrari’s heritage.
The Luce isn’t worthy of even a Hyundai or Kia badge, let alone a Ferrari badge. It’s an absolute joke on all levels, and it’s just unbelievable that a group of Italians — some of the best car designers in the world — could approve something so utterly un-Italian.
Chang also remarked that buyers could purchase the best electric cars from Tesla, Rivian, and Lucid and still have enough money left for a private jet vacation. The most telling part of the letter was Chang’s suggestion that the only people likely to buy the Luce are customers trying to improve their standing in Ferrari’s complex allocation system. He concluded the letter by urging the consultant to share it directly with Ferrari management.
Community Reaction and Brand Challenges
Many of these arguments have already been voiced by automotive enthusiasts online. Ferrari could probably ignore such comments. However, turning a blind eye to the opinion of a person from its target audience — and one whom the company personally approached — will be much more difficult.
Photo: Ferrari, Ferrari China
This incident demonstrates that even for a legendary brand like Ferrari, the transition to electric power will not be easy. Criticism from an influential collector who is part of the target audience could have more serious consequences than ordinary online disputes. It underscores the deep divide between the traditional perception of Ferrari as a maker of exceptional internal combustion engines and the new electric future. Whether the company can convince its most loyal fans of the Luce’s value, or whether this conflict is just the beginning of a larger problem, time will tell. It is worth noting that such instances of public criticism from key clients are rare for Ferrari, making this situation particularly revealing for understanding sentiments within the narrow circle of the wealthiest enthusiasts.
