Ferrari Luce Auction Sets $40 Million Record
Ferrari Luce auction sold a bespoke Chassis 0 for $40 million and will fund the Ferrari Foundation while reframing collector and investor demand signals.
KEY TAKEAWAYS
- Bespoke Luce 'Chassis 0' sold for $40 million, a record for a new car at auction.
- Ferrari said the entire hammer price will fund the Ferrari Foundation's education projects.
- The result reframes collector demand after Luce's earlier negative market and online reception.
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Ferrari sold a bespoke Luce “Chassis 0” at a charity auction during Monterey Car Week on Aug. 15, 2026, raising $40 million for the Ferrari Foundation. The result contrasts with the model’s earlier negative market reception and highlights strong collector demand.
Auction Result and Charitable Use
Ferrari confirmed the sale of the bespoke Luce “Chassis 0” at an RM Sotheby’s charity auction in California. The company said all proceeds will be donated to the Ferrari Foundation, a U.S. 501(c)(3) public charity supporting education projects domestically and internationally. The auctioned car, chassis number ZFF21BUA8T0338000, was created by Ferrari’s Tailor Made division and design center with unique finishes, including a Madreperla semi-gloss exterior and Perla Le Mans metallic leather interior.
Offered without reserve, the auction waived the buyer’s premium, so the entire hammer price will go to charity. The sale set a world record for a new car sold at auction, surpassing the previous $26 million benchmark set by a one-off Ferrari Daytona SP3. Delivery to the winning bidder is scheduled for the first quarter of 2027 after final assembly in Maranello. The buyer has not been publicly identified. Ferrari indicated the purchaser may be eligible for a partial tax deduction depending on applicable rules.
Product Positioning and Market Response
Ferrari positions the Luce as its first fully electric vehicle and a flagship of its electrification strategy. The May 2026 unveiling was described as the company’s most radical product launch. The Luce features four electric motors—one at each wheel—producing 1,050 metric horsepower (cv), an 800-volt electrical system with a 122 kWh battery pack, and weighs about 2,260 kilograms. Ferrari cites a 0–100 km/h acceleration time of 2.5 seconds, a top speed near 310 km/h, and a claimed range of roughly 530 kilometers. The model is a four-door electric grand tourer.
Ferrari capped first-year Luce production at just under 500 units, with the initial quota filled within about two months of the launch, signaling strong order intake despite early criticism. The unveiling prompted a negative market and online reaction, including a drop in Ferrari’s share price. The auction’s $40 million result has shifted the narrative toward high-end collector interest and demand for the model.
