The Ferrari Luce, the Italian automaker’s first fully electric supercar, will go under the hammer at RM Sotheby’s auction during Monterey Car Week. With a presale estimate near $1.1 million, the car is expected to sell for nearly double its retail price, drawing attention from collectors eager to see how the market values this controversial model.
Initially unveiled to mixed reactions, the Luce was designed by former Apple designer Jony Ive and his team at LoveFrom. Critics and enthusiasts alike were divided over its departure from Ferrari’s signature design language, sparking notable skepticism and even mocking on social media. The launch also impacted Ferrari’s stock, reflecting investor concerns about the company’s pivot toward electrification in such an iconic segment. Yet, the initial backlash appears to be waning as sales have matched Ferrari’s 2026 target, with the company reportedly selling 500 units ahead of schedule.
The Luce’s starting price is around $630,000, but this auction features VIN 0, a special unit reserved for collectors that will be delivered in 2027. Industry analyst John Wiley from Hagerty’s Automotive Intelligence team considers the auction estimate to be calculated and realistic, noting that doubling the MSRP is common for high-demand limited models in such markets.
Beyond its market debut, the Luce is rumored to play a strategic role in Ferrari’s broader business. Bloomberg reported that the company nudges customers to purchase the Luce as a way to secure priority access to more exclusive models like the LaFerrari or Daytona SP3. Ferrari executives denied any pressure tactics, though the practice aligns with Ferrari’s historical approach of rewarding loyal buyers who own multiple vehicles and participate in factory events.
Wiley explains that top-tier Ferrari clients often cycle through around ten models, holding each for roughly a year before upgrading. This system bolsters the value of Ferrari cars on the secondary market and keeps demand high. Similar strategies were reportedly used with earlier models like the California to manage access to ultra-rare Ferraris.
The auctioned Luce VIN 0 carries an additional significance, as all proceeds will go to The Ferrari Foundation, a charity focused on education initiatives. This philanthropic element adds a unique appeal to the sale amid the growing conversation surrounding Ferrari’s electric future.