Overview
- The sale, which took place during Monterey Car Week on August 15, fetched US$40 million for a bespoke “chassis 0” Luce and names the buyer only as unnamed in auction reports.
- Ferrari produced the car as a one-off Tailor Made example with unique paint, bespoke wheels, customised brakes and a special interior created with LoveFrom, the design studio led by Sir Jony Ive.
- Ferrari unveiled the Luce in May 2026 as its first production battery‑electric vehicle and priced the standard model from about €550,000.
- The Luce’s launch prompted vocal criticism in Italy over its five‑seat layout and styling, but the company has said it met its 2026 sales target and that order books extend into 2027 with strong demand in China.
- Market analysts say the record auction price highlights collectors’ appetite for extreme personalisation and could raise interest in limited bespoke Ferraris while affecting future resale values and Ferrari’s commercial strategy.