First Ferrari Luce Production Unit ‘Chassis 0’ Sells for $40 Million at Auction

The Ferrari Luce might have caused a global uproar because of its design, but there seems to be demand for it, as evidenced by the staggering $40 million (approximately ₹382.4 crore) winning bid for an auction of the very first unit to roll off the company’s production line. Designated ‘Chassis 0’, the auctioned Luce is a one-of-a-kind collectors’ item.

The winning bidder has been identified as Dr Herbert “Herbie” Wertheim, an American billionaire optometrist, inventor, businessman, and philanthropist. He will be able to take possession of the car in early 2027. The auction house had estimated a $1.1 million selling price, and bids were invited from all over the world. Interestingly, Dr Wertheim won the auction of a bespoke Ferrari Daytona SP3 at the same event exactly a year ago, with a bid of $26 million.

The Chassis 0 Luce (officially chassis #ZFF21BUA8T0338000) has been customised through the Ferrari Tailor Made programme. It comes in a one-off special Madreperla Semi-Gloss white finish, described as a perlescent balance between gloss and matte. Developed specifically for this occasion, the paint includes a special pigment that can produce iridescent reflections, on a spectrum ranging from green to violet, depending on the intensity and angle of light that hits it.

The colour and materials were chosen to fit with a theme of interpreting light, in a continuation of the Luce name. The auction listing touts the exterior finish’s “ability to transform the perception of surfaces”.

On the inside, Chassis 0 has been outfitted with Le Mans metallic leather in Perla, which is an exclusive material used only for Ferrari Tailor Made cars. In addition to comfort, it was also chosen for its unique reflective properties. By helping to diffuse light within the cabin, the company says this gives occupants a sense of space as well as refinement. Accents have been finished in Grigio Corvara.

Other bespoke design elements include white wheels and brake calipers, and a unique commemorative plaque.

All proceeds from the sale will go to The Ferrari Foundation, a registered charity organisation, to fund future education initiatives. According to the foundation, its purpose is to “restore the internal human capacities required for originality in an increasingly automated world.”

Ferrari unleashed a firestorm of criticism when it fully unveiled the Luce, or “light” in Italian, in May this year. The company’s first-ever production electric model had been massively hyped before its launch, most notably for being designed by Jony Ive and Marc Newson, in collaboration with Ferrari’s own designers.

However, its €550,000 price tag (approximately ₹6.1 crore) and minimalist mainstream styling immediately divided fans and industry watchers. The company announced in July that it had already achieved its sales target of 500 units for the entire year, however it has been reported that some buyers have booked one solely to improve their standing with the company in order to become eligible for other models or limited editions.