$40 million for a Ferrari—but this one hums, it doesn’t roar. That was the final bid that sent Ferrari’s first-ever all-electric car, the “Luce Tailor Made,” into the record books during Monterey Car Week in California this past weekend. In a remarkable moment for the Italian automaker, an electric Ferrari just became the most expensive new car ever sold at auction, according to the company.
New Record: Ferrari’s Electric Luce Sells for $40 Million
At a Sotheby’s charity auction, Ferrari’s first fully electric vehicle fetched a stunning $40,000,000. This sale easily surpassed the previous high set a year earlier, when a custom Ferrari Daytona SP3 sold for $26 million. Ferrari disclosed that the winning bidder for the Luce remains anonymous, not surprising given the global attention the sale has garnered among high-end car collectors.
Luce: Electric Ambition, Break from Tradition
Ferrari unveiled the Luce in May 2026 with an initial price tag of €550,000 (about $600,000 at that time). The reveal was met with criticism from purists, and even reportedly led to a dip in Ferrari’s share price. The Luce is a significant departure from Ferrari’s traditional focus on gasoline-powered supercars.
Still, Ferrari has been expected to sell out its first run of several hundred units. The company’s marketing emphasizes rarity and rewards loyal clients with early access to new, coveted models. Demand in the secondary market for pre-owned Luce vehicles will likely serve as a key indicator of enduring enthusiasm for Ferrari’s shift toward electrification.
‘Tailor Made’: Bespoke Luxury Meets Electric Power
As reported by Bloomberg, “Tailor Made” Ferraris are individually customized cars built to the client’s exact wishes. The prototype Luce auctioned was crafted in collaboration with LoveFrom, the creative studio founded by Jony Ive, the former Apple designer behind the iPhone and iMac. The car combines over 1,000 horsepower with a four-door configuration—a blend of performance and practicality rarely seen in Ferrari’s lineup.
Ferrari’s Vision: Winning Over Loyalists and Newcomers
Back in May 2026, Ferrari CEO Benedetto Vigna said the Luce was drawing orders from both established loyalists and first-time Ferrari buyers. As he explained then:
“The Ferrari Luce has nothing in common with the electric cars offered by other manufacturers. You have to see it and drive it to understand that it’s not a copy—neither the interior, nor the exterior, nor the performance.”
While the Luce may have made waves among Ferrari traditionalists, its headline-grabbing auction price showcases surging interest in electrified supercars at the highest end of the market. Whether this marks a new era for Ferrari—and for supercars as a whole—remains to be seen, but the stakes are clearly electrifying.
