Overview
- Ferrari’s first Tailor Made all‑electric model, the Luce, fetched US$40 million at a Monterey Car Week charity sale on August 16, 2026, a sum Ferrari says makes it the highest price paid for a new car at auction.
- Ferrari and press reports say 100 percent of the proceeds will go to the Ferrari Foundation to support rebuilding the Aveson Charter School in partnership with Save the Children after the 2025 Eaton Wildfire.
- The winning bidder remained anonymous and coverage differs on which auction house ran the sale, with reports naming both RM (RM Sotheby’s) and Sotheby’s, creating confusion about the sale’s administration and transparency.
- The Luce is a high‑performance EV developed with LoveFrom and designed by Jony Ive’s studio, using four motors for about 1,035 horsepower and roughly 0–60 mph in 2.5 seconds, and it sold despite earlier critical press reaction and a roughly €550,000 factory price.
- The result underscores collectors’ willingness to pay extreme sums for one‑off bespoke Ferraris and could affect Ferrari’s Tailor Made strategy, its EV positioning, and how future charity‑linked auctions are structured and reported.