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Ferrari’s first electric car sold for $40 million at an RM Sotheby’s auction. This is more than 36 times the previous estimate and approximately 62 times the price of the Luce listed in Ferrari’s own price list. The car, with chassis number ZFF21BUA8T0338000, is designated as Chassis 0, making it the first production model of the Luce project. All proceeds will be donated to charity. RM Sotheby’s offered it without a reserve price and waived the buyer’s premium, so the $40 million is both the final auction price and the total donation amount.
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The Tailor Made version was offered at the auction. The body is painted in a unique Madreperla Semi-Gloss color, which shifts from green to purple depending on the lighting, and the interior features Perla-colored Le Mans metallic leather. According to Ferrari, this is the first time the black color has been replaced with Luce in the interior. The car also features special wheels, custom brake calipers, and a prancing horse emblem on an optical-white background.
It is noted that the buyer will not receive the car immediately. The vehicle will first be returned to Maranello for final assembly, and delivery is scheduled for the first quarter of 2027. Proceeds from the sale will be donated to The Ferrari Foundation, which funds educational programs.
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Such stunning results have become a tradition for Ferrari, with the amounts rising each time. Last August, at the same auction, a unique Daytona SP3 – built beyond the planned production run of 599 cars – sold for $26 million. The proceeds were also donated to The Ferrari Foundation. At the time, it was named the most expensive new car ever sold at auction, but just one year later, the company surpassed that record by 54% with its first electric vehicle.
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If we look further back, the pattern continues. A unique LaFerrari Aperta was sold for $10 million at a Ferrari auction in Maranello in 2017, with the proceeds going to aid earthquake victims. And in 2018, RM Sotheby’s sold a 1962 Ferrari 250 GTO for $48.4 million. Incidentally, this amount remains one of the highest prices ever paid for a car at a public auction. Interestingly, a brand-new electric car – not a single unit of which has yet been delivered to a customer – has come close to matching this record.
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In Luce’s price list, it is priced at €550,000 (about $640,000). It was met with such scathing criticism during its presentation in Rome in May that RACE’s stock price fell following the unveiling, and Ferrari replaced the head of its marketing division a month later. At the same time, the entire production run – scheduled for release in 2026, totaling fewer than 500 cars – sold out in less than two months, even before the first car was delivered to a customer.
Of course, the charitable aspect played a significant role in the final offer. But after the mixed initial reaction, this must still be an extremely pleasing outcome for the automaker.
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