The first Ferrari Luce off the production line has sold for big money, with the Jony Ive-connected vehicle fetching a staggering $40 million at auction.
The car company’s first production electric vehicle, the Ferrari Luce, is an attempt to take on a challenging and growing market. While it has had a troubled existence since launch, the very first one off the production line has been sold for a considerable sum.
The Ferrari Luce “Tailor Made” went under the hammer at RM Auction in Monterey, California, late on Sunday. The car, bearing the chassis number 0, was a highlight sale for the event, reports The Autopian
Normally sold starting from $600,000, the opening bid for the special lot was $1 million, before it immediately shot up to $5 million and beyond. It eventually capped out at $40 million.
The price is one of the highest ever spent on a Ferrari, let alone a brand-new model. In 2025, a 1964 Ferrari 250 LM sold for $40.3 million, and that car had a history to help push up the price.
This particular edition is not just about the chassis number, as it has an exclusive Madreperla Semi-Gloss finish specifically made for the car. It also uses Le Mans metallic leather in Perla, and interior elements are finished in Grigio Corvara instead of black.
Part of the reason for the high price is that it’s a charity lot. 100% of the money raised from the sale is going to Save the Children.
It’s likely that the buyer will benefit from tax write-offs with the purchase.
Good news for a put-down car
The Ferrari Luce has been an unusual vehicle for the automaker to design and produce. Not least because of its Apple connection.
Former Apple design chief Jony Ive and his LoveFrom design studio helped design the outside and the inside of the Luce. That included the steering wheel and physical controls at the hands of the driver.
However, the car hasn’t had the best reception since its introduction. Rather than the classic Ferrari styling, the car instead looks a lot more like a typical road-going vehicle.
It’s not even Ferrari Red, with the company instead going for a more pastel color approach.
It does have Ferrari speed, though, with a combined 1,035 horsepower from four motors and a 0-60mph of 2.5 seconds.
Discussion about this post