Ferrari is out trying to find buyers for the Luce, its first electric car, and at least one of those sales pitches blew up in the company’s face. A collector who got the email did not just say no. He tore into the car publicly, and the exchange ended up posted online for everyone to read.
The Luce has not exactly set the world on fire since it was revealed. The reception was cooler than what you would normally expect for a new Ferrari, and that means the brand still has the job of convincing people to actually buy one. So the sales machine got to work.
The pitch that backfired
One of Ferrari’s sales consultants reached out to a supercar collector named Jeffrey, who goes by speedy_jeff on Instagram. The email did what these emails do. It talked up the Luce and explained that Ferrari was contacting a select group of existing owners and EV enthusiasts who might want to add the car to their garage.
It was a targeted approach aimed at exactly the kind of buyer Ferrari needs. Reach out to the people who already own the brand’s cars, flatter them a little, and present the new model as an exclusive opportunity. On paper, Jeffrey was the perfect target.
That is where it fell apart. Instead of a polite pass, Jeffrey came back swinging.
What the collector actually said
In his reply, Jeffrey made it clear he felt sorry for the Ferrari sales consultants around the world who have to try to move this car. He called the whole effort a joke and said it was hard to believe that a group of Italians, some of the best automotive designers anywhere, signed off on something he saw as so completely un-Italian. That is a heavy charge to level at Ferrari of all companies.
He did not stop at the styling. Jeffrey called the Luce embarrassing as a design and said it gets worse once you look at the price. By his account, the car runs past $700,000 once you factor in taxes and registration. For a Ferrari EV that has not won people over, that is a number that invites exactly this kind of pushback.
The money problem
Here is the part that stings the most. Jeffrey pointed out that for the kind of money the Luce commands, a buyer could go out and grab the very best electric cars from Tesla, Rivian, and Lucid. That comparison is the real gut punch.
It frames the Luce not as an exclusive piece of Italian engineering but as a wildly expensive option in a field full of strong electric cars that cost a fraction of the price. When a potential customer starts doing that math out loud, the badge alone has to carry an enormous amount of weight. For some buyers, clearly, it does not carry enough.
This is the kind of response Ferrari’s sales team is apparently fielding from the people they hoped would line up for the car. When your outreach to loyal collectors produces a public roasting instead of a deposit, that says something about how this particular model is landing with the faithful.
A different story somewhere else
The picture is not all bad for Ferrari, though. Even as collectors like Jeffrey are torching the Luce in their inboxes, reports say demand for the company’s first EV is already building strongly in Thailand. That interest is showing up well ahead of deliveries, which are not scheduled until late 2027.
So Ferrari has two realities running at the same time. In one, an established collector is telling the brand to its face that the car is overpriced and off-brand. In the other, a market on the other side of the world is warming up to the same vehicle before it has even shipped.
That split is the real story here. Ferrari built its name on cars that people fight to own, and the Luce is testing whether that loyalty automatically transfers to an electric future. Some longtime believers are pushing back hard, while new buyers in new places seem ready to sign. Which group ends up defining the Luce will tell us a lot about what a Ferrari is allowed to be from here on out.
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