The car you see here is the first, in more ways than one. This is “Chassis 0” of the Ferrari Luce, and it’s headed to auction in August. The proceeds of the auction will go to The Ferrari Foundation, a recognized charity in the United States. Exactly how much money this car will fetch is a very interesting question. It certainly has the ingredients for big bucks, being the first example of a new Ferrari. But there’s that other first that makes this one completely different from every other Ferrari auction.
Of course, we’re talking about the Luce being Ferrari’s first electric car. There is no V12, no V8, or any combustion engine under its polarizing body. That has certainly stirred some controversy, but will that hurt or help this car on the auction block? Frankly, it’s impossible to overstate the value of a first production vehicle in the Ferrari collector world, even one without an engine. And it’s being offered with no reserve during Monterey Car Week in August. So whatever happens, it’s selling. To RM Sotheby’s credit, the listing mentions a value “in excess of $1,100,000 USD.”
Chassis ‘0’ Comes With Exclusive Paint
Ferrari Luce Chassis 0RM Sotheby’s
Much of Chassis 0’s value is tied to being the first car off the production line for sale, but it also comes with a Ferrari Tailor Made program specification for even more exclusivity. It’s finished in Madreperla Semi-Gloss finish, an exclusive white paint developed specifically for this car. As well as white paint, we can see the car has white wheels, and even white brake calipers and the Ferrari logo is set on a white background.
According to Ferrari, Madreperla Semi-Gloss is a dedicated Ferrari Tailor Made pigment that’s “capable of producing iridescent reflections that evolve from green to violet depending on the intensity and angle of the light.” It certainly glows up in the photos, and the interior carries on that concept.
Chassis ‘0’ Comes With Exclusive Interior Materials, Too
Ferrari Luce Chassis 0RM Sotheby’s
Inside, Chassis 0 is swathed in what Ferrari calls Le Mans metallic leather in Perla. Again, it’s exclusive to the Ferrari Tailor Made program. Created using selected Swiss hides, the leather has reflective properties that “contribute to the diffusion of light within the cabin.” Other interior pieces are finished in Grigio Corvara white rather than black.
The Ferrari Luce’s interior, developed by former Apple designer Jony Ive and his team, was much more warmly greeted when it was first shown, and the interior colors and materials look to do it justice. And, of course, there’s a plaque added to identify it as Chassis 0 and the first production chassis of the Ferrari Luce program.
CarBuzz Insight – Why This Matters
The Ferrari Luce’s debut drew an immense amount of criticism both from the public and professional commentators alike, purely based on its styling. It arrived as a PR nightmare for Ferrari, which sees the Luce as a pivotal car for the brand. One of the recurring criticisms is that the Ferrari Luce doesn’t look like a Ferrari. Less charitable criticisms suggest it looks like it could be an EV startup car, a tech-bro car, or something from a mass-market brand. In other words, it doesn’t look like a $640,000 Italian supercar.
The perception of exclusivity is everything to Ferrari, as that is how the brand commands such incredibly high prices for its cars. By selling the first Ferrari production model with an exclusive styling specification at Monterey, where big-money collectors will be attending the auctions, a huge price tag and profits going to charity makes for a great piece of marketing. It gives the Luce the shine of prestige and positive sentiment on a global platform while attaching a big price tag to a car roundly criticized for not having the exotic looks to justify its Ferrari badge.
The loud criticism of the Luce’s styling won’t go away, but whether it will sell well to Ferrari diehards and general buyers with Ferrari Luce money to spend is another matter.
Source: RM Sotheby’s
