Ferrari unveiled the Luce in May 2026 with a starting price of €550,000 (US$639,000). The launch drew criticism from some enthusiasts and weighed on the automaker’s share price, as the electric model marked a major departure from Ferrari’s long tradition of combustion-engine sports cars, according to The Straits Times.
Despite the initial skepticism, a unique Luce “Tailor Made” edition commanded US$40 million at a Sotheby’s charity auction during Monterey Car Week in California. The final price was more than 36 times its pre-sale estimate of US$1.1 million.
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The Ferrari Luce “Tailor Made” fetches US$40 million at a Sotheby’s charity auction during Monterey Car Week in California. Photo from Instagram/@ferrariusa |
Ferrari’s Tailor Made program allows buyers to create highly customized, one-of-a-kind vehicles based on their individual tastes and specifications. The Luce sold at the auction was developed specifically for the charity event.
Known as “Chassis 0,” it is the first production chassis of the Luce and features an exclusive Madreperla Semi-Gloss exterior as well as newly developed Perla Le Mans metallic leather created especially for the car.
The Luce was designed in collaboration with LoveFrom, the creative studio founded by Jony Ive, Apple’s former chief design officer who helped shape products including the iPhone and iMac.
The four-door electric Ferrari produces more than 1,000 horsepower.
Ferrari CEO Benedetto Vigna defended the model against criticism following its May debut, saying the Luce differed fundamentally from electric vehicles produced by other manufacturers.
“The Ferrari Luce has nothing to do with electric cars you have seen from other players,” he said. “You have to see it and drive it to understand that it wasn’t copied, not the interiors, not the exterior, not the performance.”