Italian sports-car maker Ferrari is preparing to launch a new digital token, “Token Ferrari 499P,” targeted at its wealthiest fans and tech-rich clientele, Reuters reports.
The token, developed in partnership with Italian fintech Conio, will be reserved initially for members of “Hyperclub,” a select group of approximately 100 Ferrari endurance-racing fans, allowing them to trade tokens among themselves and bid in an exclusive auction for the Le Mans-winning 499P endurance car.
The initiative marks Ferrari’s broader push into the convergence of cryptocurrency and luxury-tech. The company began accepting Bitcoin, Ethereum, and USD Coin for purchases in the U.S. in 2023 and expanded the service to Europe in 2024.
Ferrari’s Chief Marketing and Commercial Officer, Enrico Galliera, told Reuters that the initiative is “about strengthening the sense of belonging among our most loyal customers.”
While the rollout is planned for the start of the 2027 World Endurance Championship season and currently remains limited in scope, the move underscores how luxury brands are adapting to the increasing wealth of younger tech entrepreneurs. The project is still awaiting regulatory clearance from EU digital-asset rules as Conio applies for licensing.