Ferrari's outreach campaign for the Luce – its first fully electric production car, priced from around $640,000 – hit a wall when one of the collector recipients decided to publish his reply.Lee Perkins, a sales consultant at Ferrari of San Francisco, sent an email to a select group of existing Ferrari owners and EV enthusiasts, per the screenshots that subsequently went public. The message pitched the Luce as a new chapter for the brand while promising that the core Ferrari driving experience was very much intact. Perkins asked whether the recipient would consider adding one to their collection and offered to discuss ordering and allocation details.The recipient, hypercar collector Jeffrey Cheng – known on Instagram as @speedy_jeff, where he posts about Koenigseggs, helicopters, powerboats, and firearms to 58,700 followers – did not want to discuss ordering and allocation details.The Reply Ferrari Probably Didn't Want Shared With Anyone at FerrariCheng's response went up on Instagram alongside a caption that read: "I honestly feel sorry for all the Ferrari sales consultants worldwide that have to dish out this BS. I couldn't help myself. Had to send a reply.😜"AdvertisementAdvertisementThe reply itself was considerably less diplomatic. "You honestly have to be kidding me, Lee. I wouldn't be caught dead in this thing!" it opened. From there, Cheng described the Luce as an "abomination" and expressed sympathy for every sales consultant worldwide being asked to move one. "Having to try to 'sell' this abomination is a task I wouldn't wish on my worst enemy," he wrote.His sharpest criticism wasn't about the electric powertrain – it was about the design. "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."He also took aim at the allocation game that surrounds Ferrari's more desirable models, suggesting the only buyers lining up will be those playing along to stay in Ferrari's good graces: "I, for one, wouldn't drive this thing if it were free."On the price: "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."AdvertisementAdvertisementHe closed by inviting Perkins to forward the whole thing up the chain: "And please, pass this email along to anyone at Ferrari. They need to hear it."The post collected around 15,600 likes before the screenshots captured it.The Luce – co-designed by former Apple design chief Jony Ive and Ferrari's in-house team in Maranello – packs four electric motors producing up to 1,050 horsepower, runs on a 122 kWh battery with 800-volt architecture, and Ferrari claims a 0–60 mph time of 2.4 seconds. It weighs just under 5,000 pounds and carries enough luggage space to match a compact SUV. Ferrari CEO Benedetto Vigna has claimed "strong interest" from both new and existing customers, and the 88 units allocated to China reportedly sold out quickly – though a Beijing dealer was still reportedly taking orders in late June, per Autonocion, casting some doubt on that figure.Ferrari's reaction to the backlash has been mixed. The company's stock dropped roughly 6% after the reveal, and the brand replaced its Chief Marketing Officer of 13 years shortly after the unveiling. Whether Cheng's email reached anyone in Maranello is unknown. Given that he asked for it to be forwarded, one assumes he wouldn't mind either way.