The initiative aims to attract younger, tech-savvy investors as luxury brands increasingly target the growing wealth generated by AI and data-driven industries.
The move follows Ferrari’s decision to accept Bitcoin, Ethereum, and USDC for car purchases in the United States in 2023, later expanding the option to Europe.
In collaboration with Italian fintech company Conio, Ferrari will introduce the ‘Token Ferrari 499P’ for members of its Hyperclub, a group of 100 elite clients passionate about endurance racing. Members will be able to trade the token among themselves and use it to bid for the exclusive race car. The token is expected to debut with the start of the 2027 World Endurance Championship season.
“This is about strengthening the sense of belonging among our most loyal customers,” Ferrari’s Chief Marketing and Commercial Officer Enrico Galliera told Reuters.
The surge in cryptocurrency values, supported by figures such as U.S. President Donald Trump, has spurred growing interest, though regulators continue to warn about speculative risks and potential threats to financial stability. Bitcoin has risen by 60 percent over the past year.
Conio is currently seeking a license under the European Union’s new crypto regulations before the project can proceed. “The potential for development is enormous,” said Davide Rallo, Conio’s Chief Fintech Strategist and the project’s lead architect.
