Ferrari Luce: Electric debut becomes an auction hit

Ferrari’s first electric car sold for $40 million at an auction in Monterey, more than 36 times the original estimate. The Luce faced considerable ridicule at its debut.

It wasn’t just any Ferrari Luce that went under the hammer at RM Sotheby’s in Monterey. “Chassis 0” is the first production unit of Maranello’s first electric car, and this particular vehicle was worth a staggering $40 million to a bidder. The Luce had been estimated at only $1.1 million. Even compared to its regular list price of 550,000 euros, the premium is enormous. However, this wasn’t an ordinary sale: RM Sotheby’s waived its commission, with all proceeds going to the Ferrari Foundation, which supports educational programs among other initiatives.

"Chassis 0" is also a one-of-a-kind vehicle. This electric car, configured through Ferrari’s Tailor-Made program, features a "Madreperla Semi-Gloss" paint finish that shifts between green and purple depending on the lighting. It also comes with custom wheels and brake calipers, along with an individually tailored interior. The vehicle will not be delivered until the first quarter of 2027, after Ferrari completes final assembly in Maranello.

Spectacular charity auctions have become a tradition at Ferrari. In 2025, a Daytona SP3 built as part of the limited series sold for $26 million in Monterey. The Luce now exceeds that amount by roughly 54 percent. Even historical Ferrari icons are not far behind: a 1962 250 GTO was auctioned for $48.4 million in 2018.

After its debut in May, few would have predicted such success for the Luce at auction. In particular, its design, created with input from former Apple chief designer Jony Ive, drew ridicule. Online, comparisons were made to the Nissan Leaf, Fiat Multipla, a shopping cart, and Apple’s Magic Mouse. Former Ferrari chairman Luca Cordero di Montezemolo even warned that the Luce could damage the brand’s reputation.

However, customers seem unbothered by this. The entire 2026 allocation of just under 500 vehicles was sold out in less than two months. Technically, the Luce boasts a system power of 772 kW, accelerates to 100 km/h in 2.5 seconds, and reaches speeds over 310 km/h.

It’s clear that the $40 million isn’t a new market value for the Luce. Its charitable purpose, uniqueness, and status as the first electric Ferrari make this auction a special case. But who would have thought that Ferrari enthusiasts ultimately care not about appearance, but about internal qualities.