Ferrari is racing into the blockchain space, launching its first-ever token. The automaker plans to change the nature of auctions, allowing its wealthiest fans to bid on its most iconic racing cars, starting with the Ferrari 499P.
The Italian automaker is tapping into crypto markets with a new digital token for its elite circle of fans. This token will be used in the auction for the Ferrari 499P, the endurance car that won three consecutive 24 Hours of Le Mans titles.
Ferrari’s blockchain drive begins with a crypto token
The company aims to reach a new audience of young, crypto-savvy collectors and investors who embrace AI, data, and digital markets. This move is designed to unlock future finance opportunities and attract wealthy buyers.
However, official reports clarify that the new ‘Token Ferrari 499P’ isn’t just a standard digital asset. It represents exclusive membership aimed at privileged members of the Hyperclub, a private network of 100 elites who share a passion for endurance racing.
“This is about strengthening the sense of belonging among our most loyal customers,” said Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer.
All about the Ferrari 499P
The Token Ferrari 499P is associated with the endurance car renowned for its triple-crown victory at the 24 Hours of Le Mans. It is celebrated for its race performance, which rivals the speed and precision of Formula 1 (F1) cars. The name ‘499P’ is derived from its engine’s size of 499 cc per cylinder.
Created in partnership with chassis experts Dallara and the Ferrari Styling Centre, the 499P features cutting-edge aerodynamics and hybrid performance. It upholds the brand’s race legacy, notably set after their 2023 victory, their first since 1965.
Luxury meets crypto: Ferrari’s digital strategy
Ferrari first introduced crypto payment methods in 2023, accepting payments in Bitcoin, Ether, and USDC from customers in the U.S. and now expanding into Europe. The brand does not handle cryptocurrencies directly; payments are automatically converted into fiat currency and sent straight to bank accounts.
The launch of Ferrari’s digital token was shaped by its partnership with the fintech firm Conio. This initiative is set to debut alongside the 2027 World Endurance Championship segment. Conio will continue pursuing a license under the European Union’s latest crypto regulations until then.
Rallo, Conio’s Chief Fintech Strategy Officer, shared his view: “This partnership opens up new opportunities by merging blockchain technology with the luxury industry.”
With its new blockchain venture, Ferrari is not only showcasing its racing legacy but is also claiming leadership as a tech innovator in the world of luxury. By tapping into the growing wave of crypto billionaires and the global acceptance of cryptocurrencies, Ferrari is setting a new standard as a true trailblazer.
