Since its official presentation in Rome, the new Ferrari Luce continues to provoke reactions rarely seen in the recent history of the Italian marque. Between massive rejection, criticism of its design and incomprehension about its positioning, the first electric Ferrari 100 % already seems deeply divisive. Yet, in the midst of this media storm, some influential voices are calling for more distance. And not just any voices. Because when a collector like David Lee speaks out, the world Ferrari necessarily listens attentively.
A man who buys every Ferrari
David Lee is no ordinary Ferrari owner. In the United States, he is considered one of the greatest collectors of the Prancing Horse marque. His garage is overflowing with rare models, limited editions and sometimes even several identical examples simply ordered in different colors. He is one of those ultra-privileged customers capable of obtaining almost any Ferrari.
And yet, even he recognizes that the Luce represents a complete departure from everything Ferrari has offered up to now. «It's a big change from what I like,» he explains. «All the other models I've bought from Ferrari have had real Ferrari styling.»
«I don't want to be closed-minded».»
While many Ferrari owners have already condemned the Luce after just a few official photos, David Lee takes a very different approach. More cautious. More analytical, too.
«I wouldn't want to be so closed-minded as to say it's totally wrong right now,» he asserts. Above all, the American businessman explains that he fully understands the logic behind this electric car. According to him, Ferrari isn't necessarily trying to seduce historical customers already passionate about atmospheric V12s or radical berlinettes.
«The clientele they're really trying to target are not traditional Ferrari customers,» he analyzes. And that's probably the crux of the debate surrounding this Ferrari Luce.
Ferrari seeks new customers
For several years now, Ferrari has been quietly preparing its electric transition. The brand has already announced that by 2030, its sales will be split between 40 % combustion models, 40 % hybrids and 20 % electrics.
The Luce was never intended to be just another Ferrari without a combustion engine. Rather, it seems designed to attract a different clientele: more technophile, more urban, perhaps less attached to the mechanical noise or aggressive styling of historic Ferraris.
David Lee shares this view of the project. «The customers for this car don't want something too aggressive. They don't want a race car. They want something closer to a “normal” car, with a more electric look.»
«I'll buy it to see what it's like».»
But the sentence that probably best sums up his position remains this one: «Me, I'll buy it to see what it's like.» An almost surprising statement coming from a collector renowned for his love of the most emotional and exclusive Ferraris. For him, judging the car before even trying it out doesn't really make sense. «To look at it from afar, without trying it on, without experiencing it, and then judge it directly... it's not really fair,» he explains.
This testimony contrasts sharply with the extremely virulent reactions observed since the Luce's presentation. On Ferrari forums, some owners are already talking about ’a disgrace«, »an Italian Prius’ or «an iPhone on wheels», not least because of the involvement of Jony Ive's LoveFrom studio in the project. Others fear a significant discount or simply feel that the car lacks any Ferrari soul, despite its impressive performance.
In the end, David Lee's testimony perhaps shows one thing: the Ferrari Luce intrigues as much as it disturbs.
«I know there are a lot of comments about the Luce.
Many people have very different points of view about it.You know, it's a big change from what I like.
All the other models I bought from Ferrari had, like it or not, a real Ferrari style. Real Ferrari style, you know?I wouldn't want to be so closed-minded as to say it's totally wrong right now. As a businessman, because I am a businessman, you also have to understand Ferrari's perspective.
They wanted to launch an electric car. And the clientele they were really trying to target were not traditional Ferrari customers.
We already have enough cars to buy. Ferrari already produces a lot of very good cars that we buy.
Will this put off some Ferrari customers?
Maybe they will. Some will try it anyway. Me, for example, I'd buy it just to see what it's like.I buy every Ferrari, honestly, to see if I like them.
Watching it from afar, without trying it, without experiencing it, and then judging it directly... that's not really fair.But I also see that Mr. Benedetto explained that they were looking for a new clientele.
And I think that the customers targeted by this car don't want something too aggressive.
They don't want a racing car.
They want something closer to a “normal” car, with a more electric look.Today, electric cars have a certain style... and this seems to be it.
For me, the verdict is still out. I need more time and, above all, to see the real car before making up my mind.»
English 
French 
Italian 
Spanish 
Portuguese 
German 
Japanese 
Turkish 
Dutch