Hypercar Collector Publicly Shuts Down Ferrari’s Luce Sales Pitch: “I Wouldn’t Be Caught Dead In This Thing!”

A Ferrari salesman pitched the Luce EV to a hypercar collector but received an unexpected response, with the collector saying he “wouldn’t be caught dead in this thing.”

The Luce, Ferrari’s first all-electric car, was unveiled on May 25, triggering a wave of negative reactions, while the brand’s stock value reportedly fell by over $4 billion overnight, according to MotorBiscuit.

The Luce is strikingly different from the sleek, sharp, low-slung Ferraris people have been used to seeing for decades. With a different fuel source, Ferrari has adopted an entirely new design philosophy, and that has not been accepted by many purists.

Reported by Carscoops, hypercar collector Jeffrey Cheng was approached by Ferrari sales consultant Lee Perkins, who offered him an opportunity to purchase the Luce. However, Cheng made it clear through his reply that he was not a fan of the Luce. Not one bit. Screenshots of the emails have been shared by Cheng. The email sent by the Ferrari salesman stated:

“Now that Ferrari has introduced the all-new Luce to the world, we are reaching out to a select group of Ferrari owners and electric vehicle enthusiasts who may appreciate an early opportunity to secure this exciting new model. While the Luce represents a new chapter for Ferrari, one thing remains unchanged: the driving experience. From its exceptional handling and responsiveness to the connection it creates between driver and machine, once behind the wheel, you will immediately recognize the essence of Ferrari.

Ferrari Luce | Courtesy: Ferrari.com

“The Luce represents Ferrari’s vision for the future while maintaining the performance, innovation, and exclusivity expected from the Prancing Horse. Its philosophy is simple: Ferrari Forever. The Luce is not an electric car that happens to be a Ferrari—it is a Ferrari that just happens to be electric.

“At this stage, we are simply identifying those who would like to learn more about the vehicle, the ordering process, and potential allocation opportunities.

“Is the Ferrari Luce something you would consider adding to your collection or garage?”

Cheng’s Brutal Reply

The rest of the image appears to be cropped. However, Cheng did not hold back in his reply, going so far as to say he would not drive the Luce even if someone gave it to him for free. He wrote:

“You honestly have to be kidding me, Lee. I wouldn’t be caught dead in this thing!

“I’m almost embarrassed for Ferrari’s sales consultants worldwide-including yourself. Having to try to “sell” this abomination is a task I wouldn’t wish on my worst enemy.

“The Luce isn’t worthy of a Hyundai or Kia badge, let alone a Ferrari badge. It’s an absolute joke on so many levels that it’s literally unfathomable a group of Italians -arguably some of the best automotive designers in the world-could approve something so completely un-Italian.

“The only customers who will buy this car are those who want to be good little boys and girls and play the Ferrari allocation game. I, for one, wouldn’t drive this thing if it were free.

“It’s embarrassing as a design, and even more so when it costs over $700,000 by the time you factor in taxes and registration. For that kind of money, you could buy the very best EVs from Tesla, Rivian, and Lucid, and still have enough. left over to charter a private jet for an incredible vacation anywhere in the world.

“What a joke.

“I’m genuinely sorry that you have to participate in this farce.

“And by all means, feel free to share this email with anyone at Ferrari. They deserve to hear it.”

Do you agree with Cheng’s reply, or do you think it went too far? Let us know in the comments.