Ferrari's first fully electric production car, the Luce, sold for $40m (£29.5m) at a charity auction held during Monterey Car Week in California, becoming the most expensive new car ever sold under the hammer. The sale, staged by RM Sotheby's, generated proceeds more than 35 times the Luce's standard retail price, with all funds directed to the Ferrari Foundation's education programmes. According to HiConsumption, the auction took place on 15 August 2026.
What made this particular Luce special?
The vehicle sold was chassis number 0, the very first production example of the model, offered as Lot 345 in a "Tailor Made" configuration built with bespoke components, according to HiConsumption. It featured a unique white finish, custom wheels and specially designed brakes, distinguishing it from standard Luce models. Reporting from Zero2Turbo confirmed the winning bid converted to more than 600 million South African rand, matching the $40m figure and cementing the sale as a new benchmark for new-car auctions. Sotheby's has not disclosed the identity of the buyer, and neither the auction house nor Ferrari has offered further comment when approached by the broadcaster.
Sotheby's described the sale as an unmissable chance to acquire the model's inaugural production unit, stating in its listing:
an "unbeatable opportunity" to own the first production car of the Luce.
The auction house also framed the charitable donation in broader terms, saying the gesture reflected Ferrari's commitment to future generations:
a "tangible expression of innovation, responsibility, and long-term vision for future generations."
Why did the Luce spark controversy?
The Luce, whose design was overseen by former Apple design chief Sir Jony Ive, drew criticism from some quarters when it was unveiled for departing from Ferrari's traditional sports-car identity. Detractors pointed to its battery-electric powertrain and unusual five-seat layout as signs the brand was straying from its heritage. The car's launch was nonetheless treated as a landmark event, with Italian President Sergio Mattarella and Pope Leo among those invited to view it. Ferrari's shares fell in the day following the unveiling, and the model attracted public criticism from the company's former chairman, Luca Cordero di Montezemolo, as well as Italy's deputy prime minister, Matteo Salvini. The Luce marked Ferrari's first move into the electric vehicle segment, a market currently led by Tesla and a growing number of Chinese manufacturers.
Pricing for the standard Luce has been reported inconsistently across outlets: Observer put the retail figure at roughly $630,000, while cited a starting price in Italy of €550,000, equivalent to about $640,000. Either figure underscores how far the $40m auction result exceeded the car's list price.
How does this compare with earlier Ferrari auction records?
Ferrari unveiled the Luce in Rome on 25 May 2026 as its debut all-electric production model, a project developed in collaboration with Sir Jony Ive's design studio, LoveFrom, according to . The sale of chassis 0 eclipses the previous record for a new Ferrari at auction, set in 2025 when a bespoke Daytona SP3 supercar raised $26m for the same educational cause. That earlier result had itself been hailed as the highest price ever paid for a new Ferrari sold at auction, a mark the Luce has now surpassed by roughly $14m.
What happens next?
The buyer of the record-setting Luce is expected to take delivery of the car in 2027, according to HiConsumption. Separately, Ferrari has indicated that broader deliveries of the standard Luce model to customers were due to begin in the fourth quarter of 2026, per , meaning most buyers will receive their cars well before the auctioned chassis 0 reaches its new owner.
Key Facts
- The Ferrari Luce chassis 0 sold for $40m (£29.5m) at an RM Sotheby's auction on 15 August 2026 during Monterey Car Week.
- Proceeds will go to the Ferrari Foundation's education programmes.
- The car was listed as Lot 345, a "Tailor Made" example with a unique white finish, custom brakes and special wheels.
- Standard Luce pricing has been reported at roughly $630,000 to $640,000, depending on the source.
- The sale surpasses the previous record of $26m, set by a Daytona SP3 in 2025.
