A unique body style, a charity auction – Ferrari broke the new car sales record: a copy of its first electric car, the Luce, sold for 40 million USD (£29,5 million). The auction took place at RM Sotheby's in California, and the proceeds were more than 35 times the model's regular price.

The car, created with the help of British designer Jony Ive, who previously worked on Apple products, was unveiled in May. At the time, the model provoked a mixed reaction: some commentators believed that Ferrari had departed from the brand's traditional design by releasing a five-seater electric car.

According to Sotheby's, all proceeds from the sale will benefit the Ferrari Foundation's educational programs. The auction house did not disclose the identity of the buyer of this example, which boasts unique trim and exclusive details. The car received special wheels, upgraded brakes, and a white paint finish.

Luce marks Ferrari's first entry into the electric vehicle market, dominated by Elon Musk's Tesla and Chinese automakers. Italian President Sergio Mattarella and Pope Leo were invited to the unveiling. However, the day after the launch, Ferrari shares fell amid criticism of the model, including from Italian Deputy Prime Minister Matteo Salvini and former Ferrari Chairman Luca Cordero di Montezemolo.

Ferrari design director Flavio Manzoni stated in May that criticism is part of the innovation process and expressed confidence that the public would appreciate the new model. According to the Financial Times, the company has already met its annual Luce sales target thanks to strong demand in China.

Previously, the record for a new car sold at auction was held by a Ferrari Daytona SP3 supercar—an exclusive example raised 26 million USD for the brand's educational programs in 2025. The all-time auction record for a car remains held by a 1955 Mercedes-Benz 300 SLR Uhlenhaut Coupé, which sold for 142 million USD in 2022.