The very first production example of Ferrari's controversial new electric vehicle has been sold at auction in California for $40 million (£29.5 million).
"Chassis 0" of the Ferrari Luce went under the hammer at an RM Sotheby's event over the weekend. The winning bid is more than 35 times the £500,000 list price of the battery-powered model and is believed to be the highest amount ever paid for a brand-new car at a public auction.
Neither RM Sotheby's nor the Italian carmaker has revealed the identity of the winning bidder. All proceeds from the sale of the bespoke model will be donated to the Ferrari Foundation to support its educational programmes.
Exclusive iridescent finish
The record-breaking vehicle was created by the Ferrari Tailor Made bespoke division and features a unique "Madreperla Semi-Gloss" finish developed exclusively for the one-off car.
While the exterior appears white to the naked eye, the paint contains a special pigment that creates iridescent reflections. Depending on the intensity and angle of the light, the bodywork can shift in colour from green to violet like a chameleon.
Inside the cabin, the car features bespoke "Le Mans metallic leather in Perla", a unique material derived from carefully selected Swiss hides. RM Sotheby's noted that the distinctive softness and reflective properties of the leather contribute to the diffusion of light within the cabin, which enhances the sense of space and refinement.
The leather is paired with a medium-grey shade called "Grigio Corvara", which Ferrari says evokes the winter colours and tones of the Alps. The styling extends to white wheels, brake calipers and Ferrari badges set against an optical white background.
This bright aesthetic contrasts with a piano black roof, sills, front splitter, grille, rear diffuser and light cluster housing. The predominantly white-on-white specification is a fitting nod to the original Apple smartphone, which was designed by Sir Jony Ive, who also helped develop the Luce.
Auction records broken
Before the sale, RM Sotheby's described Lot 345 as an unbeatable opportunity to own the first production example of the Luce.
The $40 million figure comfortably eclipsed the previous record for a zero-mileage new car sold at auction. That mark was set last year when a Ferrari Daytona SP3 raised $26 million for the firm's educational initiatives.
The highest price paid for a new car at auction without a charitable element was set in 2025, when the first of five Gordon Murray Automotive S1 LM supercars sold in Las Vegas for $20,630,000 (£15.7 million). The overall auction record remains the $142 million paid in 2022 for an ultra-rare 1955 Mercedes-Benz 300 SLR Uhlenhaut Coupé.
Surmounting the backlash
The Luce was unveiled on May 25 and sparked a major backlash online, drawing comparisons to the outrage that greeted Jaguar's 2024 rebrand. As a four-door, five-seater electric saloon, it represents a dramatic departure from the sharp-edged, low-slung combustion supercars for which Ferrari is famous.
Its launch triggered a social media meltdown featuring AI-generated memes mocking the design. The company saw its shares fall sharply amid the criticism, and the firm's long-serving marketing chief departed soon after.
Even Luca di Montezemolo, who served as Ferrari chairman between 1991 and 2014, publicly criticised the model within hours of its debut. He told Italian media: "If I had to say what I really think, I would be hurting Ferrari. This is surely a car that at least the Chinese won't copy from us."
However, the company says it has already secured enough orders to meet its production target for this year, which is understood to be just under 500 cars globally.
Pre-orders exceed expectations
Presenting Ferrari's second-quarter results at the end of July, chief executive Benedetto Vigna said the company was very pleased with how orders were proceeding. He noted that demand was in line with expectations, and reports indicate that China has generated the highest number of pre-orders.
Vigna told reporters that clients placing orders include both existing and new customers, and that the launch of the Luce has not altered the long-term EV strategy of the company.
He dismissed suggestions that Ferrari was resorting to aggressive marketing tactics or pressuring loyal buyers. "When clients see the car, they're really enthusiastic and happy," Vigna said. "It's a product they have to buy if they love it, if they have a genuine interest in it."
The Luce features four electric motors, with one driving each wheel, producing a combined 1,000hp. It can accelerate from zero to 60mph in 2.5 seconds and has a top speed of 193mph. Ferrari claims the car can travel more than 329 miles on a full charge.
The retro-inspired interior heavily influenced by Ive is expected to shape the cabins of future Ferrari models. The company produces all key components in-house, which it says will enable it to support and repair the vehicles long into the future while protecting their residual values.
Before its official unveiling, the Pope was granted exclusive early access to the vehicle and enjoyed the world's first test drive.
