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Tech & Innovation·August 17, 2026·1 min read

The first Ferrari Luce sold for $40mn, 36 times its estimate

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A $40 million hammer price for the first Ferrari Luce — 36x estimate — shows ultra-high-net-worth buyers will pay extreme premiums for early access to flagship EVs. Luxury and performance OEMs can treat initial EV runs as both technology showcases and capital-raising events if they design scarcity and narrative correctly.