The first Ferrari Luce off the production line sold for a staggering $40 million at auction. The vehicle, bearing chassis number 0, was highlighted in the RM Auction held in Monterey, California late Sunday. Former Apple design chief Jony Ive and his Love From studio contributed to the exterior and interior design, including the steering wheel and driver controls.

Although the Luce has faced a troubled reception since its launch, this special “Tailor Made” edition attracted intense bidding. The opening bid started at $1 million, quickly rising past $5 million before settling at the final $40 million hammer price. The proceeds go entirely to Save the Children, offering the buyer potential tax benefits. For context, a 1964 Ferrari 250 LM fetched $40.3 million in 2025, making this one of the highest sums ever paid for a new Ferrari.

Stylistically, the Luce diverges from classic Ferrari cues, opting for a pastel Madreperla Semi-Gloss finish, Le Mans metallic leather in Perla, and Grigio Corvara interior accents instead of traditional black. Performance remains formidable: four electric motors deliver a combined 1,035 horsepower, enabling a 0‑60 mph time of 2.5 seconds. Despite its unconventional look, the car retains Ferrari‑level speed and engineering.