£5.4 million Ferrari
In the case of television and radio presenter Chris Evans, it's £5.4 million, which smashes the world record for the price paid for a car at auction.
Still, this was no ordinary car, but a Nero-black 1961 Ferrari 250 GT SWB California Spyder, previously owned by the Hollywood actor James Coburn.
Evans smashed the estimate of £2 million as he battled to secure the car, eventually breaking the previous world record by about £100,000.
The previous highest price for a car at auction was £5.3 million with fees, for a red Ferrari 250 GTO at Sotheby's Monaco in May 1990.
'I've always wanted a car like this since I was a little boy,' said Evans. 'This is the best of the best. It seems a lot of money now, but in five to 10 years time, it'll be out of my range.'
Evans, who attended the auction, said he has yet to drive the Ferrari.
'I've never driven a car like that in my life,' he told reporters.
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