Ferrari is entering the crypto space by launching a new digital token that will allow its wealthiest clients to bid on one of its most celebrated race cars, the Ferrari 499P, which won three consecutive Le Mans titles.
The project, named “Token Ferrari 499P,” is being developed in partnership with Italian fintech company Conio. Access will be highly exclusive, limited only to members of Ferrari’s Hyperclub, a private circle of just 100 top clients. The auction is scheduled to begin with the start of the 2027 World Endurance Championship season.
Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer, stated the initiative is designed to “strengthen the sense of belonging among our most loyal customers,” and is part of the brand's larger move to build loyalty and connect with younger, tech-savvy buyers.
This token project marks an expansion of Ferrari's digital asset strategy. The company first began accepting Bitcoin, Ethereum, and USDC for car purchases in the U.S. in 2023, later expanding the option to Europe. The move aligns with Ferrari's broader commitment to innovation, including the development of its first electric car.
Ferrari’s partner, Conio, is managing the token’s technology and structure. Conio is currently applying for a license under the European Union’s new crypto regulation (MiCA) before the token officially launches. Davide Rallo, Conio’s Chief Fintech Strategist, noted the potential for development is "enormous" but stressed that the project will be carefully unfolded under regulatory scrutiny.
Ferrari's move reflects a growing trend among luxury brands seeking relevance with a new generation of wealth creators driven by AI and crypto. For example, Volkswagen Singapore recently started accepting crypto payments for vehicles and services.
The token launch comes amid strong market momentum for cryptocurrencies; Bitcoin hit an all-time high of over $126,270 on October 6, 2025, and is currently trading around $111,783. Ferrari is capitalizing on a market currently "buzzing with activity."
October 2025, Cryptoniteuae