Ferrari's first all-electric car, the Luce, has achieved a record-breaking sale of $40 million at a Sotheby's auction in California. This figure marks the highest price ever paid for a new car at auction, significantly exceeding the typical price of a Ferrari Luce. The auctioned vehicle is a special edition featuring unique finishes and bespoke components.
The launch of the Luce, conceived by iPhone designer Sir Jony Ive, generated some controversy. Critics expressed concerns that the battery-powered, five-seat vehicle departed from Ferrari's traditional design ethos and brand identity. Following the Luce's unveiling, Ferrari's shares experienced a drop, and the car faced criticism from figures such as former chairman Luca Cordero di Montezemolo and Italy's deputy prime minister Matteo Salvini.
Sotheby's described the auctioned car as an "unbeatable opportunity" to acquire the first production model of the Luce, highlighting its special wheels, customized brakes, and exclusive white finish. The auction house stated that all proceeds will be donated to the Ferrari Foundation's educational initiatives, calling the sale a "tangible expression of innovation, responsibility, and long-term vision for future generations."
The sale of the Luce surpassed a previous record set in 2025, when a bespoke Daytona SP3 supercar raised $26 million for the carmaker's educational programs at auction. The unveiling of the Luce was considered one of the most significant new car launches in recent years, signaling Ferrari's entry into the electric vehicle market, a sector currently led by companies like Tesla and various Chinese automakers.