Ferrari is preparing to merge its racing legacy with the digital frontier. The Italian automaker is set to launch an exclusive cryptocurrency token that will give its wealthiest clients access to one of the brand’s most celebrated cars – the 499P, Ferrari’s endurance racing machine that conquered Le Mans.
Rather than opening this offering to the public, Ferrari’s experiment is aimed squarely at the top 1% of its community. The token, built in collaboration with Conio, an Italian fintech firm, will circulate only among members of Ferrari’s Hyperclub – a secretive network of about 100 high-net-worth collectors and racing patrons.
Turning Collectibles Into Digital Prestige
For Ferrari, the move is less about crypto speculation and more about building digital ownership around prestige. The “Token Ferrari 499P” will function as both a membership pass and a tradable digital asset. Holders will gain access to private auctions, with the headline prize being a chance to bid for the 499P race car itself, a piece of Ferrari’s modern motorsport history.
“Every innovation we introduce is designed to bring our community closer to the Ferrari spirit,” said Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer, when announcing the initiative. “This is about belonging – not just ownership.”
The project is expected to go live in 2027, coinciding with Ferrari’s participation in the next World Endurance Championship season.
Crypto and the Supercar Connection
Ferrari’s interest in blockchain isn’t new. The company began accepting digital currencies like Bitcoin, Ethereum, and USDC for its vehicles in 2023, initially in the U.S., before expanding to Europe. Payments are automatically converted into fiat, ensuring dealers never handle crypto directly – a solution that has allowed Ferrari to stay compliant while attracting a new wave of digital-native clients.
Conio, Ferrari’s partner in the new venture, called the project a major step for “luxury tokenization,” a concept linking real-world exclusivity to blockchain-based ownership. The firm, currently seeking a license under the EU’s Markets in Crypto-Assets (MiCA) regulation, says the model could be expanded to other luxury assets.
Crypto Wealth Fuels Ferrari’s Digital Pivot
Ferrari’s timing is not accidental. The number of individuals with over $1 million in crypto holdings has jumped dramatically in the past year, driven by Bitcoin’s rise and renewed optimism across the digital asset space. Analysts estimate that the world now counts over 240,000 crypto millionaires and nearly 40 billionaires in the sector.
That surge in digital wealth has pushed luxury brands to rethink exclusivity. For Ferrari, catering to this audience means bridging physical craftsmanship with digital identity – turning collectibles into tokenized status symbols.
Whether the “Token Ferrari 499P” becomes a model for other automakers remains to be seen. But one thing is clear: in Maranello’s latest innovation, horsepower now meets blockchain power.
Source: Reuters
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