Supercars and Luxury: Ferrari, Porsche, Lamborghini — 2026-09-02
Porsche confirmed a rare manual-gearbox Panamera STUTTGART via its Sonderwunsch program on August 31, 2026, signaling a strategic pivot toward high-margin personalization amidst declining global sales. Meanwhile, the Monterey Car Week auction results finalized in late August revealed record-breaking hammer prices, including a $40 million sale for Ferrari’s first EV, the Luce, and over $760 million in total sales across major auction houses.
Supercars and Luxury: Ferrari, Porsche, Lamborghini — 2026-09-02
Top developments
Porsche Sonderwunsch Confirms Manual-Gearbox Panamera
On August 31, 2026, Porsche announced that its Sonderwunsch (“special wishes”) personalization division has officially confirmed it can build a new manual-gearbox Panamera. This move highlights Porsche's strategy to maintain brand desirability and margins through exclusive, high-price bespoke options rather than volume production, especially as global sales face headwinds.
Ferrari Luce Sells for Record $40 Million at Auction
Ferrari’s first electric vehicle, the Luce, designed by Jony Ive and Marc Newson, sold for a record $40 million at auction during Monterey Car Week. This price sets a new benchmark for a new vehicle at auction, demonstrating that despite controversy over its styling, the exclusivity of Ferrari’s electrification strategy commands extreme premiums from collectors.
Monterey Car Week Auctions Shatter $760 Million Record
Total sales across Monterey Car Week auctions exceeded $760 million, with Gooding Christie’s averaging over $1 million per vehicle sold. Key highlights included a 2025 Bugatti Mistral selling for $8.31 million and strong performances for modern hypercars, indicating that while the broader luxury market faces pressure, top-tier collector assets remain resilient.
Local view
Italian media continues to analyze Ferrari's financial strength driven by personalization, with recent reports noting that despite delivery declines, revenue growth is sustained by high-margin "Tailor Made" models and limited series like the F80. In Germany, the focus remains on Porsche’s structural adjustments, where management is emphasizing profit over volume to navigate the transition to electrification and economic slowdowns in key markets like China.
Context & numbers
- Monterey Auction Totals: Over $760 million in total sales across RM Sotheby’s, Bonhams, Gooding Christie’s, Broad Arrow, and Mecum.
- Average Sale Prices: Gooding Christie’s averaged $1,005,417 per vehicle; Broad Arrow averaged $612,579; Mecum averaged $351,852; Bonhams averaged $276,184.
- Ferrari Luce Price: $40 million (Record for a new vehicle at auction).
- Bugatti Mistral Price: $8,310,000 (Sold at RM Sotheby’s).
On the radar
- China Luxury Slump: Reports from late August indicate luxury sales are plunging in China due to tax pushes on offshore wealth, which may impact future deliveries for Ferrari and Porsche in the region.
- Chinese EV Ban Debate: US officials are discussing potential bans on Chinese cars, which could reshape the competitive landscape for luxury EVs if Chinese brands are excluded from Western markets entirely.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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