Italian luxury-sports car maker Ferrari is accelerating into the crypto-era with a new initiative that gives its top collectors a digital key to bid on one of its most storied racing machines.
The "Token Ferrari 499P" Project
Under the project, dubbed the “Token Ferrari 499P”, the company — in partnership with Italian fintech firm Conio — will issue a blockchain-based token reserved for members of its exclusive “Hyperclub” (roughly 100 ultra-loyal endurance racing customers). Token holders will be able to trade among themselves and vie for ownership of the Ferrari 499P — the model that sealed three consecutive overall wins at the 24 Hours of Le Mans.
Strategic Launch and Future Implications
The auction-enabled token is slated to launch alongside the 2027 season of the FIA World Endurance Championship, marking Ferrari’s shift from accepting crypto for vehicles (which debuted in the U.S. in 2023) into tokenized collector experiences.
Ferrari says the move is designed to “strengthen the sense of belonging among our most loyal customers,” according to Chief Marketing & Commercial Officer Enrico Galliera.
By blending its racing heritage with digital asset innovation, Ferrari intends to tap tech-savvy wealthy buyers and stay ahead in a luxury-collectible market that’s increasingly embracing tokenization.