Pricing Login
All PR Campaigns › Ferrari’s $40 Million Charity EV

Trending PR Campaigns

The best PR campaigns right now, ranked by coverage. Updated daily.
Last 7 days Last 30 days This Quarter
Top 3 Campaign August 2026
Back
Top 3 Campaign
All Sectors · August 2026

Ferrari’s $40 Million Charity EV

PR Campaign
Sunday 16th August, 2026

Ferrari auctioned the first Luce electric car, a one-off “Chassis 0” model, for $40 million at RM Sotheby’s Monterey sale. By donating every dollar to The Ferrari Foundation, Ferrari turned its first EV into a record-setting charity spectacle rather than a guide to production pricing.

Why it worked: It fused a first-of-its-kind asset with a no-reserve, record-breaking charity auction, creating scarcity, urgency, and a clean headline number.

The lesson: Consider auctioning your true “first” item no-reserve for charity to manufacture a singular, record-worthy moment and simple headline.

Ferrari The Ferrari Foundation
21 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
autonext.co Ferrari Luce chassis 0 sells for 40 million dollars for charity Sunday 16th August, 2026
autoevolution.com Someone Paid $40,000,000 for the First-Ever Luce EV, the Most Polarizing Ferrari Ever Made - autoevolution Sunday 16th August, 2026
carmagazine.co.uk Ferrari Luce charity auction – first shock EV sells for £40m Sunday 16th August, 2026
roadandtrack.com First Ferrari Luce Production Chassis Sells For $40 Million at Auction in Monterey Sunday 16th August, 2026
electrek.co First Ferrari Luce EV sells for $40 million, 36x its estimate | Electrek Sunday 16th August, 2026
electrek.co First Ferrari Luce EV sells for $40 million, 36x its estimate | Electrek Sunday 16th August, 2026
dupontregistry.com Revealed: The Billionaire Who Bought Ferrari Luce “Chassis 0” For $40 - duPont REGISTRY News Sunday 16th August, 2026
bbc.com Ferrari's first ever electric car sold for record $40m at auction Monday 17th August, 2026
bbc.com Ferrari's first ever electric car sold for record $40m at auction Monday 17th August, 2026
motor1.com Ferrari Luce EV Charity Car Sells For $40 Million Monday 17th August, 2026
investing.com Ferrari’s bespoke Luce EV one-off fetches $40 million at charity auction By Reuters Monday 17th August, 2026
motoringresearch.com First Ferrari Luce EV sells for £30 million at auction Monday 17th August, 2026
cnn.com Exclusive model of Ferrari’s first electric car, Luce, sells for record $40 million | CNN Business Monday 17th August, 2026
foxbusiness.com Ferrari's first Luce EV sells for $40M at California auction | Fox Business Monday 17th August, 2026
foxbusiness.com Ferrari's first Luce EV sells for $40M at California auction | Fox Business Monday 17th August, 2026
wvlt.tv Ferrari's first electric Luce sells for $40 million at RM Sotheby's charity auction Monday 17th August, 2026
wsmv.com Ferrari's first electric Luce sells for $40 million at RM Sotheby's charity auction Monday 17th August, 2026
jalopnik.com First Ferrari Luce EV Sells For $40,000,000 Because Money Is Fake And The Economy Is A Scam - Jalopnik Monday 17th August, 2026
ft.com Ferrari’s first EV auctioned off for record $40mn Monday 17th August, 2026
dailysabah.com Ferrari's first EV fetches record $40 million at charity auction | Daily Sabah Tuesday 18th August, 2026
observer.com Meet Herbert Wertheim, the Billionaire Who Paid $40M for Ferrari’s First EV Thursday 20th August, 2026
Want PR opportunities like this for your brand?
Finchling monitors the news, competitor coverage and upcoming events to uncover timely PR angles and campaign ideas tailored to your brand.
Try it free →

Similar Automotive Campaigns

These automotive PR campaigns used a similar approach - different topics, but the same kind of angle.

Caviar 'Legends' Fold 8 Ultra Launch
Caviar lists gold‑plated Messi Galaxy Z Fold 8 Ultra as limited edition.
Caviar Samsung
The Energy-Positive Solar Car
BMW and Clemson built a quirky solar car that generates more energy than it uses.
BMW Clemson University
The Lowered Pacifica Concept
Chrysler made its family minivan look unexpectedly sporty and production-ready.
Chrysler Mopar

FAQs

What is this?

Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

Where does the data come from?

Finchling is a news monitoring tool that analyses lots of news from across the internet.

Does this track sponsored posts, or is it earned media only?

It's built to only track earned media - we use AI to filter out anything that we think is a sponsored placement.

What does "ranked by coverage" mean?

It's the number of articles. Simple as that. We're not weighting by outlet size or reach - just raw volume. The campaigns at the top are the ones generating the most stories right now.

Why isn't my campaign listed?

If you've launched a PR campaign recently and it's not included in here, and you think it should be - drop us a note and we'll investigate.

What's Finchling?

Finchling is the full product behind this page. It finds PR opportunities tailored to your brand - reactive stories to jump on and proactive campaigns to plan. This page is a taste of what Finchling sees every day. If you want the full picture, have a look.

Terms Privacy Robot
Trending Campaigns Always-On PR Report Blog
Contact Us Help & Support
© 2026 Finchling Ltd - Company Number 17076674