Ferrari is shifting gears into the crypto world. The Italian luxury carmaker is launching a digital token that will let its wealthiest fans bid on one of its most iconic race cars – the Ferrari 499P, winner of three straight Le Mans titles.
The project, called “Token Ferrari 499P,” is being developed with Italian fintech Conio and will be available only to members of Ferrari’s exclusive Hyperclub, which is a private circle of 100 top clients. The auction is planned to kick off with the 2027 World Endurance Championship season.
“This is about strengthening the sense of belonging among our most loyal customers,” said Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer, in an interview with Reuters.
This isn’t Ferrari’s first step into digital assets. The company began accepting Bitcoin, Ethereum, and USDC for car purchases in the U.S. in 2023, expanding the option to Europe last year.
Now, it plans to turn blockchain into a way to build loyalty and connect with younger, tech-savvy buyers.
The move fits into Ferrari’s wider push toward innovation, which also includes its first electric car currently under development.
Ferrari’s partner Conio is handling the token’s technology and structure. The company is currently applying for a license under the EU’s new crypto regulation (MiCA) before the token officially launches.
“The potential for development is enormous,” said Davide Rallo, Conio’s Chief Fintech Strategist and project architect. Still, the project will unfold carefully, with regulators across Europe watching closely.
Automakers around the world are testing how digital assets can fit into their business. Volkswagen Singapore, for example, recently began accepting crypto payments for vehicles and services through a partnership with FOMO Pay.
As AI and crypto continue to drive new wealth and investment, luxury brands are finding ways to stay relevant to the next generation of entrepreneurs and people who see value in digital assets.
Ferrari’s move comes at a time when Bitcoin is on a roll. The cryptocurrency hit an all-time high of over $126,270 on October 6, 2025. Now, it’s trading around $111,783, up 4.73% in the past week.
With the market showing strong gains and investor interest rising, Ferrari’s token launch hits a space that’s buzzing with activity.
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