Ferrari’s Shock Value
Ferrari made headlines after auctioning a Luce for $40 million during Monterey Car Week, more than 36 times the EV’s presale estimate of over $1.1 million. That may seem excessive, particularly to critics of the Luce, but the price makes more sense considering the buyer and the charitable purpose behind the auction.
The Luce was sold to Dr. Herbert “Herbie” Wertheim, a billionaire businessman, inventor, and philanthropist who also purchased the Ferrari Daytona SP3 Tailor Made for $26 million last year. Both cars were auctioned to benefit the Ferrari Foundation, with all proceeds supporting educational initiatives. Wertheim has himself donated extensively to educational institutions, including $100 million to the University of Florida and $50 million to UC Berkeley’s optometry school.
The Man Behind the Sale
Wertheim built his wealth through several ventures, including developing plastic-lens tints and founding Brain Power Inc. in 1970. However, much of his fortune came from long-term stock investing. He purchased shares in companies such as Apple and Microsoft during their initial public offerings and became the largest individual shareholder in Heico, an American aerospace and electronics company.
For a billionaire like Wertheim, spending $40 million on a Ferrari Luce may not seem quite as extraordinary, which could help explain his willingness to bid so high. To be fair, the Luce in question – Chassis 0 – is also a unique U.S.-spec example, featuring an exclusive Madreperla Semi-Gloss exterior complemented by bespoke five-spoke wheels and white brake calipers. The interior is finished in Perla Le Mans metallic leather, an exclusive material developed for the Ferrari Tailor Made program.
Critics have largely targeted the Luce’s unconventional design, arguing that it departs from Ferrari’s traditional styling. As the brand’s first fully electric vehicle, it has also drawn criticism from purists accustomed to Prancing Horse models powered by V8 or V12 engines.
A Very Expensive Rebuttal
Regardless of that criticism, the $40 million sale suggests that online backlash does not necessarily translate into weak demand. Ferrari also reportedly reached its 2026 sales target of just under 500 Luces within two months, helped by strong demand from China.
Following the auction, Wertheim’s 2026 Ferrari Luce Tailor Made Chassis 0 will return to Maranello, Italy, before its scheduled final delivery in the first quarter of 2027.
