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FrontRow · Aug 17, 2026

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A personalized model of Ferrari's first fully electric vehicle has sold for $40 million in a charity sale, defying market skepticism and setting a record for a new car sold at auction. The Sotheby's auction of the Luce "tailor made" at Monterey Car Week in California said the lot marked an "unrepeatable opportunity" to acquire the first production chassis of the Luce program, which featured a unique semi-gloss finish and other bespoke parts. The auction house did not name the winning buyer of the luxury car and said the proceeds would be donated to Ferrari's foundation of educational programs. Ferrari's "tailor made" program is an exclusive initiative for cars customized to a buyer's precise specifications. The blockbuster auction comes nearly three months after Ferrari unveiled its first fully electric car, which was priced at 550,000 euros (roughly $640,000). The move marked a departure from the aesthetic of typical Ferraris and came despite other sports car manufacturers, notably Porsche and Lamborghini, scaling back on plans to launch their own EVs due to weak demand.

A personalized model of Ferrari's first fully electric vehicle has sold for $40 million in a charity sale, defying market skepticism and setting a record for a new car sold at auction. The Sotheby's auction of the Luce "tailor made" at Monterey Car Week in California said the lot marked an "unrepeatable opportunity" to acquire the first production chassis of the Luce program, which featured a unique semi-gloss finish and other bespoke parts. The auction house did not name the winning buyer of the luxury car and said the proceeds would be donated to Ferrari's foundation of educational programs. Ferrari's "tailor made" program is an exclusive initiative for cars customized to a buyer's precise specifications. The blockbuster auction comes nearly three months after Ferrari unveiled its first fully electric car, which was priced at 550,000 euros (roughly $640,000). The move marked a departure from the aesthetic of typical Ferraris and came despite other sports car manufacturers, notably Porsche and Lamborghini, scaling back on plans to launch their own EVs due to weak demand.

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