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Ferrari’s first fully electric production car has delivered an extraordinary twist to its controversial debut. The Ferrari Luce “Chassis 0” sold for $40 million at the RM Sotheby’s Monterey auction, setting what Ferrari described as a record for a new vehicle sold at auction.
The result is particularly striking given the intense criticism the electric grand tourer received after its unveiling in May. Priced at approximately $550,000, the five-seat Luce immediately sparked debate over whether its unconventional design and electric powertrain represented a departure from Ferrari’s legendary identity.
The reaction was strong enough to affect the company’s stock. Ferrari shares closed approximately 8% lower in Milan on the first trading day after the exterior was revealed, while its New York-listed shares fell around 5% later in the session.
Former Ferrari chairman Luca di Montezemolo also criticized the vehicle, even suggesting that the company should consider removing its iconic prancing-horse badge from the model.
Ferrari later acknowledged that it had anticipated a divided response but had not expected the scale of the negative reaction. Global marketing director Emanuele Carando said the company did not foresee “such a magnitude” of criticism, while Ferrari product chief Gianmaria Fulgenzi suggested that the new model “needs to be digested.”
A Record-Breaking Auction
Despite the controversy, the Luce’s first production chassis attracted extraordinary interest at auction. According to reports from The Autopian, bidding began at approximately $1 million before rapidly moving into eight-figure territory.
Bidding reportedly stalled near $30 million before accelerating again. The eventual buyer, whose identity has not been disclosed, ultimately secured the car with a $40 million bid, jumping from $36 million to claim the vehicle.
The sale surpassed the $26 million achieved by a specially commissioned Ferrari Daytona SP3 at a charity auction in 2025.
Importantly, the $40 million proceeds will be directed toward educational initiatives through the Ferrari Foundation, adding a philanthropic dimension to the historic sale.
A Unique First-of-Production Ferrari
The auction car was created through Ferrari’s Tailor Made customization programme and features specifications exclusive to Chassis 0.
Its pearlescent exterior was designed to change appearance depending on lighting and viewing angles. The cabin features Perla-colored metallic leather made from specially selected Swiss hides, while bespoke wheels, brake calipers, badging, and other details distinguish the vehicle from standard production models.
A dedicated plaque identifies the car as the first chassis in the Luce production sequence.
The vehicle was developed in collaboration with LoveFrom, the design firm founded by former Apple design chief Jony Ive and designer Marc Newson, adding another layer of design significance to Ferrari’s transition into electric mobility.
Ferrari Says Demand Remains Strong
The Luce is expected to begin reaching customers in the fourth quarter of 2026, although the owner of Chassis 0 will have to wait longer for delivery. Following the auction, the car is scheduled to return to Ferrari’s Maranello facility before being handed over to its new owner in the first quarter of 2027.
Despite the initial backlash, Ferrari maintains that commercial demand remains healthy. The company has said orders for the Luce are “in line with our expectations,” with interest reportedly coming from both existing Ferrari customers and first-time buyers.
CEO Benedetto Vigna reiterated in late July that demand was meeting expectations. The Financial Times also reported that Ferrari had reached its 2026 target of just under 500 Luce vehicles in less than two months, with demand from China contributing to the momentum, although Ferrari did not confirm the precise figure.
The extraordinary $40 million auction therefore presents a striking contrast to the criticism that followed the Luce’s unveiling. While the model has challenged traditional expectations of what a Ferrari should look and feel like, its record-setting debut at auction suggests that controversy has not necessarily diminished its desirability among collectors.
The Luce may ultimately become more than Ferrari’s first electric production car—it could become a defining symbol of the company’s transition into a new era of automotive performance and design.
