Wealth Pakistan International Desk
MILAN, Oct 26 (Reuters) — Ferrari is moving into the digital finance space with a new blockchain-based asset called the Token Ferrari 499P. The digital token will let selected members of Ferrari’s Hyperclub bid for its famous Le Mans-winning endurance car.
Combining luxury and technology
The initiative blends artificial intelligence, blockchain, and digital finance. It targets younger, tech-minded investors who are shaping global innovation in data and AI. Ferrari said the plan reflects its long-term vision to combine technology with the brand’s legacy of craftsmanship and exclusivity.
The token is being developed with Italian fintech firm Conio. Access will be limited to Ferrari’s Hyperclub, a private community of around 100 loyal and high-net-worth clients who share a passion for endurance racing.
Private trading and car auctions
Members will be able to trade the tokens inside the network. They will also join special car auctions, including one for the 499P model that won three straight Le Mans titles.
Enrico Galliera, Ferrari’s chief marketing and commercial officer, said the goal is to strengthen ties with long-standing customers. He added that the project builds a sense of belonging among Ferrari’s most exclusive community.
Token launch in 2027
The Token Ferrari 499P will launch with the start of the 2027 World Endurance Championship season. It follows Ferrari’s earlier decision to accept cryptocurrency payments.
In 2023, Ferrari began taking Bitcoin, Ethereum, and USDC for car purchases in the United States. The service later expanded to Europe, showing how luxury brands are adopting blockchain-based payments.
Crypto market context
The timing coincides with a strong recovery in crypto markets. Bitcoin has climbed about 60 percent over the past year, supported by institutional investors and high-profile public figures.
Even so, regulators continue to warn about volatility and limited oversight. They have reminded investors that crypto assets remain speculative and subject to sharp price swings.
Davide Rallo, chief fintech strategist at Conio, who leads the Ferrari project, said the firm is applying for a licence under the EU’s new crypto rules. He described the growth potential as enormous.
Ferrari’s entry into blockchain reflects a wider trend among luxury carmakers exploring digital assets to create exclusivity and deeper engagement with their clients.
This report was originally published by Reuters.