CALIFORNIA, USA — Ferrari’s first all-electric production car, the Luce, has sold for a record $40 million at a charity auction in California, setting a new benchmark for the highest price ever paid for a new car at auction.
The sale, conducted by RM Sotheby’s, raised more than 35 times the usual price of a Ferrari Luce. The auction house said the vehicle was the model’s first production chassis and featured a unique finish and a range of bespoke components.
All proceeds from the sale will go towards educational programmes run by the Ferrari Foundation.
Sotheby’s did not disclose the identity of the buyer.
Ferrari’s electric debut draws attention
The Luce represents a major shift for Ferrari as the Italian luxury carmaker enters the electric vehicle market, a sector dominated by established manufacturers such as Tesla and rapidly expanding Chinese automakers.
The vehicle was unveiled in May in what was regarded as one of the biggest new-car launches in recent years. Its arrival also generated debate among Ferrari enthusiasts and automotive commentators.
Some critics argued that the electric powertrain, five-seat configuration and design marked a departure from the traditional identity of the marque.
The Luce was designed with input from Sir Jony Ive, the former Apple design chief best known for his work on iconic products including the iPhone.
Ferrari Chief Design Officer Flavio Manzoni defended the design during an interview in May, saying criticism was part of the innovation process and expressing confidence that the car would eventually win over its detractors.
The significance of the launch was underscored by the high-profile interest surrounding the vehicle, with Italian President Sergio Mattarella and Pope Leo invited to view Ferrari’s new electric model.
First Luce features bespoke components
The Luce sold at auction was not an ordinary production example.
According to RM Sotheby’s, the vehicle features a distinctive white finish, special wheels and customised brakes, making it a particularly exclusive example of Ferrari’s first electric model.
The auction house described the sale as an “unbeatable opportunity” to acquire the first production car of the Luce.
It said the charity auction represented a tangible expression of Ferrari’s commitment to innovation and its longer-term vision for future generations.
Ferrari has not publicly disclosed its sales target for the Luce. However, a Financial Times report said the company had already reached its sales target for the year, supported by strong demand from China.
Ferrari continues to set auction records
Ferrari models have historically commanded some of the highest prices at prestigious car auctions.
In 2025, a bespoke Ferrari Daytona SP3 sold for $26 million at auction, with proceeds also directed towards the carmaker’s education initiatives. That sale set a record at the time for the highest price paid for a new car at auction.
The $40 million Luce sale has now surpassed that mark, underlining the extraordinary value collectors are placing on rare, first-production luxury vehicles.
However, the Luce sale does not hold the record for the most expensive car ever sold at auction.
That distinction belongs to the ultra-rare 1955 Mercedes-Benz 300 SLR Uhlenhaut Coupé, which sold for $142 million in 2022.
The Luce’s record-setting sale nevertheless marks a significant moment for Ferrari as the company seeks to combine its heritage in high-performance luxury vehicles with the rapidly changing global automotive market.
