The Ferrari brand’s first “thoroughbred” electric car debuted against a controversial media backdrop. On the one hand, the car’s design, which Apple alumnus Jony Ive helped shape, has been criticized even by former company executives. On the other hand, all quotas for 2026 were sold out in less than two months. The first tranche is generally valued at $40 million.
Image source: Ferrari
It’s important to understand that we are talking about a lot of charity auction RM Sotheby’s Monterey, this has become a Ferrari tradition. The first assembled Luce electric car was auctioned for $1.1 million and eventually found a buyer for $40 million. Proceeds from car sales will be used by organizers for charitable needs related to educational programs.
It must be said that auctioning copies has its own uniqueness, as Ferrari has the ability to individually complete every car produced. The vehicle with body number ZFF21BUA8T0338000 has a “chameleon” color that changes from green to purple. The interior is trimmed in gray leather instead of the standard black. The wheel design and brake calipers are also unique. Owners will receive the car before the first quarter of next year, when it will be equipped with all necessary options.
The Ferrari Luce normally sells for 550,000 euros, but the price in China is significantly lower, and the first editions of the brand’s new models have been steadily sold through charity auctions in recent years. Indeed, as far as Luce is concerned, this is the first time an electric car from the legendary Italian brand has been sold in this way. Last August, a Ferrari Daytona SP3 sold for $26 million; in 2017, a unique LaFerrari Aperta sold for $10 million, with the proceeds going to help earthquake victims. However, classic Ferraris still outperform new models in terms of auction revenue. A 1962 250 GTO sold at auction in 2018 for $48.4 million. The Ferrari name has helped sell even the least profitable electric cars so far, and that’s not just for charity auction sites.
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