Ferrari’s debut all‑electric model, the Luce, has sold for $40m (£29.5m) at a charity auction, setting a record for a new car at sale.
The auction, held by RM Sotheby’s in California, raised more than 35 times the usual price of a Luce. The house said the “first production chassis” carried a bespoke finish and customised parts.
Designed by iPhone creator Sir Jony Ive, the Luce drew sharp criticism when unveiled in May. Commentators argued the five‑seat, battery‑powered design strayed from Ferrari’s heritage and diluted the brand’s identity.
Sotheby’s confirmed all proceeds will go to the Ferrari Foundation’s educational programmes. The buyer of the custom Luce has not been named.
The launch was billed as one of the most significant car unveilings in recent years, marking Ferrari’s entry into the electric vehicle market dominated by Tesla and Chinese manufacturers. Italian President Sergio Mattarella and Pope Leo were invited to view the car.
Ferrari shares fell the day after the launch amid backlash. Italy’s deputy prime minister Matteo Salvini and former Ferrari chairman Luca Cordero di Montezemolo warned the Luce risked “destroying a legend.”
Ferrari’s chief design officer Flavio Manzoni responded in May that criticism was part of innovation, and he believed the Luce would gain appreciation over time.
The company has not disclosed sales targets, but the Financial Times reported Ferrari had already met this year’s goal, driven by strong demand from China. Ferrari did not comment on the report.
Sotheby’s described the auctioned Luce as an “unbeatable opportunity” to own the first production car, highlighting its special wheels, customised brakes and white finish. The sale, it said, was a “tangible expression of innovation, responsibility, and long‑term vision for future generations.”
Ferraris have long commanded high prices at auction. In 2025, a bespoke Daytona SP3 supercar raised $26m for education initiatives, then a record for a new car. The overall auction record remains the $142m paid in 2022 for a rare 1955 Mercedes‑Benz 300 SLR Uhlenhaut Coupé.
