Ferrari's first fully electric model, the Luce, has been sold at auction for $40 million, setting a record as the most expensive new car ever sold, according to La Voz de Galicia. The sale took place on August 17, 2026, with multiple Spanish outlets, including Cinco Días and Expansión, also reporting the figure of approximately €35 million.
The auction price far exceeds typical new car sales, positioning the Luce as a landmark moment for the Italian automaker's shift to electric powertrains. Cinco Días reports the sale breaks the previous benchmark for a new car sold at auction, while Expansión confirms the €35 million equivalent price. The vehicle's debut has drawn significant attention, with Car and Driver noting that Ferrari's new marketing director was left speechless upon seeing the car, reportedly reacting with "No, no, wow."
Motorpasión has raised questions about the buyer's motivations, suggesting potential tax deductions, preferential treatment, and access to exclusive Ferrari circles may have factored into the purchase. The outlet also notes the Luce has faced criticism online, describing it as "the Ferrari with the most hate in history," yet the record-breaking sale underscores strong demand for the model despite mixed public reception.
The Luce represents a strategic pivot for Ferrari, a brand long associated with internal combustion engines. The auction result signals that collectors are willing to pay a premium for the company's first step into electrification, even as traditionalists debate the move. What remains to be seen is whether this record price translates into broader consumer interest in Ferrari's electric lineup, or if it remains a one-off for ultra-wealthy collectors.
