# Jony Ive-designed Ferrari Luce sells for $40M at auction Ferrari's first electric vehicle fetches record price - **Source:** [AppleInsider News](https://brifing.si/source/4f063a0c-06a9-46c3-84ea-633b4d4b1a4f) - **Published:** 2026-08-16 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/81ceadb1-2e86-45d3-a623-d497c0dc9cbb ## Historic sale The first production model of Ferrari's electric vehicle Luce sold for $40 million at RM Auction. Bearing chassis number 0, this special vehicle became the highlight of the Monterey event. Designed with input from Apple's former design chief Jony Ive, the car represents Ferrari's first step into the electric vehicle market. ## Design details The Ferrari Luce features a design language distinct from traditional Ferrari styling. The 'Tailor Made' version with Jony Ive's signature combines aerodynamic priorities with a fresh aesthetic. As an electric-powered vehicle, it maintains Ferrari's performance heritage while offering an eco-friendly option. ## Market strategy With the Luce model, Ferrari enters the growing electric vehicle market. This move is seen as a significant step in the luxury automotive sector's electric transition. Despite some technical issues since launch, the record sale price of the first model demonstrates the brand's enduring appeal. ## Auction specifics The sale occurred at RM Auction in Monterey, California, one of the world's most prestigious venues for collector cars. The Ferrari Luce transaction stands as one of the highest-priced sales in the event's history, highlighting the vehicle's collector appeal. ## The Jony Ive factor The design bears the signature of Apple's legendary design chief Jony Ive, who applied his minimalist and functional approach to this special Ferrari project. Ive's first major contribution to the automotive industry added unique value for collectors. ## Production significance The sold model holds special importance as the very first vehicle off the production line. Typically, such 'chassis 0' models are preserved by manufacturers, making Ferrari's decision to auction this piece particularly noteworthy in collector circles. ## Ferrari's electric era The Luce marks Ferrari's first fully electric series production model, representing both compliance with environmental regulations and expansion into new customer segments. The performance potential of EV technology is presented as convincing even for Ferrari's traditional clientele. ## Turning point for luxury automotive This sale signals the growing importance of electric vehicles in the luxury automotive sector. That an electric model from Ferrari - famous for combustion engines - could command such a high price sends a strong message about the industry's future direction, influencing strategies of luxury brands worldwide. ## Sources covering this story - https://appleinsider.com/articles/26/08/16/jony-ive-designed-ferrari-luce-sells-for-40m-at-auction?utm_source=rss — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._