Ferrari’s first electric car sold for $40 million at RM Sotheby’s Monterey auction Saturday night. The pre-sale estimate was $1.1 million.
That’s more than 36 times the estimate, and roughly 62 times what the Luce costs on Ferrari’s own price list. Every dollar goes to charity.
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Ferrari rolled out a new one-off at Monterey called the CZ26, and the face of it looks a lot like the brand’s first electric car. Underneath, it’s an SF90 Stradale plug-in hybrid with a 7.9 kWh battery and 25 km of electric range.
So Ferrari built something that wears the Luce’s design language on top of a twin-turbo V8. Basically, what you’d get if the Luce and the SF90 had a baby.
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Ferrari has already sold every Luce it plans to build in 2026. The automaker’s first electric car hit its full-year sales target — just under 500 units — in less than two months, the Financial Times reported.
That’s despite a brutal wave of design criticism and a €550,000 (~$640,000) starting price that lands the EV near the top of Ferrari’s lineup.
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Ferrari has replaced its long-serving chief marketing and commercial officer, Enrico Galliera, just weeks after the rocky debut of the Luce, the automaker’s first electric car.
The company named former BMW Italy boss Massimiliano Di Silvestre as Galliera’s successor, effective July 1, after a launch that wiped roughly 8% off Ferrari’s stock in a single day.
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Ferrari CEO Benedetto Vigna confirmed that the $640,000 Luce, the company’s first all-electric car, is already receiving orders from both existing and new customers. The order book extends toward the end of 2027, according to Bloomberg.
The announcement comes just days after the Luce’s Rome unveiling triggered a 6% stock drop and a brutal wave of design criticism online, with former Ferrari boss Luca di Montezemolo himself telling Italian media to “at least take the prancing horse off.”
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Ferrari unveiled the Luce today in Rome, completing a three-act reveal that started with specs last October and continued with the Jony Ive-designed interior in February. The Italian automaker flew me to Rome for the launch, and I got about 30 minutes to explore the vehicle up close, though I couldn’t drive it.
What I found was a car that challenges just about every assumption of what a Ferrari should look like, who should sit in it, and how it should sound, while being unmistakably, stubbornly Ferrari in the ways that matter most: emotions.
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Ferrari has officially named its first all-electric vehicle: the Ferrari Luce. The Italian automaker unveiled parts of the interior design today in San Francisco, showcasing a cabin co-designed with Jony Ive’s creative collective LoveFrom that prioritizes physical controls over touchscreens.
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