The Ferrari Luce, the iconic Italian automaker's first electric vehicle and one of its most controversial models, has achieved a record-breaking sale, with its first production unit, 'Chassis 0,' selling for $40 million at auction in California.
The staggering figure is more than 35 times the Luce's original list price and is believed to be the highest amount ever paid for a brand-new car at a public auction. All proceeds from the sale will be donated to the Ferrari Foundation's educational programs.
The 'Chassis 0' Luce is a bespoke example heavily customized through Ferrari's Tailor Made program. It features a unique 'Madreperla Semi-Gloss' finish that shifts from green to violet depending on the light. Inside, the car boasts custom 'Le Mans metallic leather in Perla' and 'Grigio Corvara' trim, with a white-on-white specification that some observers note echoes the original Apple iPhone's design, also penned by Sir Jony Ive.
The launch of the four-door, five-seater electric Luce in May 2026 sparked significant backlash, including widespread social media mockery and a sharp drop in Ferrari's shares. The model represents a dramatic departure from Ferrari's traditional low-slung, sharp-edged supercars. Former chairman Luca di Montezemolo publicly criticized the car, suggesting it was not a design that "at least the Chinese won't copy from us."
Despite the criticism, Ferrari announced that its allocation for the year has sold out, with just under 500 global sales targeted. Chief executive Benedetto Vigna stated in late July that orders were proceeding in line with expectations, with China reportedly generating the highest number of pre-orders. Vigna added that clients ordering the Luce are a mix of existing and new customers.
The Luce is powered by four electric motors, delivering 1,000 horsepower, enabling it to accelerate from 0-60 mph in 2.5 seconds and reach a top speed of 193 mph. Ferrari claims a range of over 329 miles on a full charge. The company also emphasized that key components are produced in-house to ensure long-term support and protect residual values.
This sale surpasses the previous record for a new car at auction, which was held by another Ferrari Tailor Made model, a Daytona SP3, sold for $26 million last year. The overall record for the highest price paid at auction remains the 1955 Mercedes-Benz 300 SLR Uhlenhaut Coupé, which sold for $142 million in 2022.