Ferrari’s Most Polarizing Bet
Reports of the Ferrari Luce selling out in markets such as China may have sounded like a way to shift the conversation, given the strong backlash against the unprecedented electric model. More recently, however, the Luce made a big showing at an RM Sotheby’s public auction during the Monterey Car Week in California, selling for a whopping $40 million.
That amount suggests that demand for the Luce may be stronger than the criticism surrounding the EV since its unveiling in May 2026. To be fair, this particular U.S.-spec 2026 example has several exclusive features that helped drive up its value. Still, the result is impressive, even surpassing the $38.5 million paid for a 1962 Ferrari 250 GTO “Bianco Speciale” earlier this year.
The First of Its Kind
The example sold at auction is “Chassis 0,” the first production chassis of the Ferrari Luce program. It was also customized through the Italian marque’s Tailor Made program, its bespoke personalization division.
The exterior features an exclusive Madreperla Semi-Gloss finish developed specifically for Chassis 0. It is complemented by white five-spoke wheels, bespoke white brake calipers, and a unique Ferrari logo set against an optical white background. The white motif carries into the interior through the use of Perla Le Mans metallic leather.
Much of the criticism has targeted the Luce’s design, with some saying it lacks the sporty, low-slung character normally associated with Ferrari models. Instead, the EV has been compared with mainstream crossovers such as the Nissan Leaf, one of the most affordable EVs in the U.S. The model was designed in collaboration with Ferrari by LoveFrom, the creative collective founded by Marc Newson and Sir Jony Ive, who designed products including the iPhone.
The Market Has Spoken
With the $40 million auction result, Ferrari has a strong response to the Luce’s detractors. For reference, the standard Luce is priced in Europe at 550,000 euros, or roughly $640,000 at current exchange rates. However, all proceeds from the auction will go to the Ferrari Foundation to support future educational initiatives.
Chassis 0 will now be returned to Maranello, Italy, before its final delivery, which is scheduled for the first quarter of 2027. The Luce marks a new chapter for Ferrari, becoming another kind of vehicle that former company leaders once ruled out – following the Purosangue SUV.
