First Ferrari Luce EV Lands in Canada: Matte Grey Debut at Ferrari Quebec, ~$800,000 CAD

The Ferrari Luce, the Italian marque's new electric flagship, has made its Canadian debut. Photos published September 6 by The Supercar Blog, sourced from the Canadian Car Registry, show the first Luce displayed for clients at Ferrari Quebec — the first chance Canadian customers have had to see the new EV in person since its global unveiling.

The example shown in Canada was finished in a matte grey shade paired with gloss-black detailing and black alloy wheels, an understated specification for a car that represents the most radical technical departure in Ferrari's modern history. More examples are expected to appear in the country moving forward.

What the Luce costs in Canada

The Luce is expected to carry a price of around CAD 800,000 in Canada (about US$578,000). That positions it far above every mainstream electric vehicle on sale in the country, and above every other electric supercar currently offered here — a reminder that Ferrari's electrification is arriving at the very top of the market first.

The US$40-million first car

The Canadian display comes shortly after an extraordinary auction result. The very first production Luce — Chassis 0 — was sold during Monterey Car Week in August 2026, fetching US$40 million. The winning bidder was later revealed as Dr. Herbert "Herbie" Wertheim, the billionaire optometrist-inventor and philanthropist, in a sale The Supercar Blog reported at 36 times the car's original auction estimate. Proceeds went to The Ferrari Foundation's educational initiatives.

Why it matters for Canadian EV watchers

• First physical presence: until now, the Luce existed for Canadians only in global reveal coverage; the Ferrari Quebec display marks the model's first physical footprint in the country.
• Ultra-premium electrification: at roughly $800,000, the Luce joins a thinning tier of electric supercars in Canada, alongside models like the Lotus Eletre Carbon Edition — but at several times the price.
• Signal for the brand: Ferrari bringing its first series-production EV to Canadian clients within months of the global launch signals Canada remains a priority market for high-end electrified metal, tariff environment notwithstanding.

For the vast majority of Canadian EV shoppers, the Luce is a spectator story — but it is a meaningful one. Every electric flagship that lands here, whatever the price, grows the selection, the charging behaviour conversations and the service infrastructure that eventually trickle downmarket. More Luce deliveries to Canadian clients are expected in the months ahead.

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