The price of the first Ferrari Luce to roll off the production line has skyrocketed , as the car changed hands for $40 million . The amount is particularly impressive, not only because it is a brand new model, but also because the Luce is the first electric car in Ferrari's history mass-produced .
The car was auctioned by RM Auctions in Monterey, California and was the top item in the sale. The vehicle has chassis number 0, which makes it a particularly collectible car, while its connection to Jony Ive adds another special chapter to its history.
The starting price was set at $1 million. However, bids rose extremely quickly, initially to $5 million and then to increasingly higher levels, until the final bid of $40 million.
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Expensive even by Ferrari standards
To put that into perspective, the price of a Ferrari Luce starts at around $600,000. The difference is huge and shows that the buyer didn't just pay for an electric supercar, but for a piece of Ferrari history.
In fact, the $40 million makes this Luce one of the most expensive cars ever sold by Ferrari. Indicatively, a 1964 Ferrari 250 LM had reached $40.3 million in 2025.In the case of the 250 LM, of course, the racing heritage, age and rarity of the model are key factors in the extremely high valuation. The Luce, on the other hand, is a modern car. The value of this particular example is based mainly on its uniqueness, historical significance and the charitable nature of the auction.
Unique configuration and charitable purpose
The car belongs to Ferrari's " Tailor Made " series , which allows for particularly extensive personalization. This Luce features an exclusive " Madreperla Semi-Gloss " exterior finish, designed specifically for this car.
The interior is dominated by “ Le Mans ” leather upholstery in “ Perla ” shade , while several elements have a “ Grigio Corvara ” finish, replacing the usual black. The result creates a clearly more discreet and luxurious image.
But there is another important reason why this particular auction could attract such high bids. All proceeds from the sale will be donated to Save the Children. So the buyer is not only getting a new Ferrari, but is also contributing to a charitable cause. This may also have tax implications, depending on the buyer's tax situation and jurisdiction.
Jony Ive's "intervention"
The Luce has another feature that sets it apart from other Ferrari models: It was designed by Jony Ive, the former head of design at Apple, along with his creative studio LoveFrom.
This collaboration concerns both the exterior and interior of the car. Particular emphasis was placed on the steering wheel, but also on the way in which the physical controls used by the driver were placed and designed.
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Ive's presence is significant because he brings a different design philosophy to the car. The designer has associated his name with Apple's minimalist aesthetic and with products in which simplicity, ergonomics and user experience are key priorities.
An electric Ferrari that divided
Despite its technological significance, the Luce failed to gain immediate public acceptance. Some criticism focused on its appearance, which deviated significantly from Ferrari's traditional design identity
The characteristic bright red is not necessarily the star, as the model adopts softer and pastel shades. For some fans of the brand, this approach moves away from the image they have associated with Italian supercars.
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Performance remains… Ferrari
If there's one area where the Luce doesn't compromise, it's performance. The electric model delivers a combined 1,035 horsepower via four electric motors, while acceleration from 0 to 60 mph is completed in just 2.5 seconds.
So, despite the debates over appearance and design direction, the Luce sends a clear message: Ferrari doesn't see electric powertrains as a mere alternative technology, but as the next big chapter in performance evolution. And the sale of the first car for $40 million shows that, at least in terms of collectors, this new chapter has already acquired impressive value.
