Ferrari is taking its next big step into the digital frontier with plans to launch a new cryptocurrency token, giving its top clients the chance to bid on one of its most iconic race cars — the Le Mans-winning Ferrari 499P. The move marks a deepening of the Italian automaker’s engagement with blockchain technology and its most exclusive fan community.
A Token for Ferrari’s Most Devoted Clients
Dubbed the “Token Ferrari 499P,” the digital asset will be developed in partnership with fintech firm Conio and will be available only to members of Ferrari’s Hyperclub. This private circle of around 100 elite clients represents the company’s most dedicated collectors and enthusiasts of endurance racing. According to a report from Reuters, the auction is set to go live in 2027, coinciding with the World Endurance Championship season.
Ferrari’s chief marketing and commercial officer, Enrico Galliera, said the initiative aims to strengthen the connection with its most loyal customers. “This is about reinforcing the sense of belonging among our most passionate supporters,” he said.
The token will allow holders to trade among themselves and take part in exclusive events, with the highlight being a limited auction for the 499P, the car that secured Ferrari’s legendary Le Mans victory.
Blending Heritage with Innovation
Ferrari’s foray into the world of digital assets is designed to blend its rich racing heritage with cutting-edge technology. Conio, which is currently seeking approval under the EU’s Markets in Crypto-Assets (MiCA) regulation, called the collaboration a landmark moment for the luxury sector. “The potential for development is enormous,” said Davide Rallo, Conio’s chief fintech strategist.
The token launch will also serve as an experiment in how blockchain can create new forms of exclusivity and engagement for ultra-high-net-worth clients. Beyond offering ownership or bidding rights, Ferrari’s tokens will act as membership credentials within a highly curated digital ecosystem.
Building on Ferrari’s Crypto-Friendly Moves
Ferrari’s embrace of cryptocurrency isn’t new. In 2023, the automaker began accepting Bitcoin, Ether, and USDC for car purchases in the United States, later expanding the payment option to Europe. However, Ferrari’s approach ensured that dealerships never directly handled digital assets. Customers’ crypto payments were instantly converted to fiat currency before being transferred to dealers’ accounts, minimizing volatility and regulatory risks.
This careful balance of innovation and prudence reflects Ferrari’s broader strategy—adopting digital technologies without compromising its premium brand experience or financial safeguards.
A Timely Bet Amid Crypto Wealth Surge
Ferrari’s timing appears strategic. The number of crypto millionaires has surged by 40% over the past year, now totaling around 241,700 worldwide. The rise has been fueled by Bitcoin’s strong rally and a wider rebound in digital asset markets that pushed total crypto market capitalization above $3.3 trillion by mid-2022.
High-net-worth investors are increasingly seeking ways to convert digital wealth into tangible luxury experiences—an opportunity Ferrari seems poised to capture. The number of individuals holding more than $100 million in crypto has grown by 38% to 450, while crypto billionaires now number 36, a 29% increase from last year.
The Road Ahead for Luxury Tokenization
As the luxury and crypto worlds continue to converge, Ferrari’s initiative may set a precedent for other high-end brands exploring token-based ownership models. By tying blockchain access to real-world exclusivity and racing heritage, Ferrari is crafting a model that appeals to both traditional collectors and crypto-native investors.
With the Token Ferrari 499P project scheduled for launch in 2027, the brand is signaling that digital innovation can coexist with its timeless values of craftsmanship, performance, and prestige.
