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Ferrari Luce Sells for $40M, Sets Auction Record

Is the Ferrari Luce a landmark achievement in luxury EVs or a bland betrayal of the brand's identity?

Published AUG 17

Ferrari Luce Sells for $40M, Sets Auction Record

Story

Above: A Ferrari Luce on display at the Pebble Beach Concours d'Elegance auto show in the U.S. on Aug. 16. Image credit: Andrej Sokolow/picture alliance/Getty Images

The Facts

The first production Ferrari Luce, designated "Chassis 0," sold for $40 million at an RM Sotheby's charity auction over the weekend in California, becoming the most expensive new car ever sold at auction.
RM Sotheby's
Irish Examiner
News.com.au
All proceeds from the sale, made during Monterey Car Week, were donated to The Ferrari Foundation to support the company's educational programs. The buyer's premium was waived on the lot, and the vehicle is scheduled for final delivery in the first quarter of 2027.
RM Sotheby's
The sale nearly doubles the previous record set in August 2025, when a "tailor-made" Ferrari Daytona SP3 sold for $26 million at the same RM Sotheby's charity auction, with proceeds similarly used to finance Ferrari's philanthropic endeavors.
RM Sotheby's
Ferrari
Ferrari originally launched the Luce in May. Powered by four electric motors producing 1,050 horsepower, it boasts a 0-to-100 km/h time of 2.5 seconds, a top speed of 310 km/h and a range of 530 km on a full charge.
Ferrari
Ferrari CEO Benedetto Vigna has said the newest release has received "strong interest" from both new and existing customers, adding that the model marks "a new chapter" for the automobile manufacturer.
Reuters
Breitbart
CNBC

Sources Split

LEFT

CENTER

RIGHT

ESTAB
CRIT

CENTER

PRO
ESTAB

The Spin

Narrative A

The Ferrari Luce is more than just another electric vehicle; it's a landmark achievement that proves Ferrari still leads where others follow. With its 1,050 horsepower, four electric motors and an interior that sets the standard for luxury craftsmanship, the car earns its badge. Customers know this too, which is why initial production has sold out and why shares have rebounded.

News.com.au

Ferrari

Narrative B

The Luce looks indistinguishable from a mass-market sedan, and Ferrari fans have made their feelings known. Automotive designers call it "brutally bland" and "alarmingly vacant of identity," while stocks dropped sharply at the reveal, and not a single Ferrari collector seems excited to own one. Hiring an iPhone designer to build a supercar was always going to end badly.

Verge

The Free Press