A Ferrari RACE.MI is exploring the markets for cryptocurrencies and technology-rich young people with a novo token digital plan that his wealthiest fans will be able to use in an auction for a Ferrari 499P, the endurance car that won three consecutive Le Mans titles.
The plan, for now, is limited in scope and is an effort by the Italian sports car maker to tap into a trend among luxury brands seeking access to the growing wealth of young technology entrepreneurs as data centers drive investment and markets around the world.
This comes after Ferrari, which is also developing its first electric car started accepting , Ethereum and USDC for car purchases in United States in 2023 and extended the service to Europe last year .
Ferrari is working with Italian fintech Conio to launch the ‘Ferrari 499P Token’ for members of its Hyperclub — which brings together 100 of its most exclusive customers passionate about endurance racing — to trade with each other and bid on the racing model.
The debut is scheduled for the start of the 2027 World Endurance Championship season.
“It’s about strengthening the sense of belonging among our most loyal customers,” said the marketing director and commercial, Enrico Galliera, to Reuters.
With prominent backers including US President Donald Trump, stock prices have soared, but regulators warn that lax oversight and speculative trading create risks for investors and financial stability. Bitcoin is up 60% in the last year.
The token will still take time to become a reality. Conio is applying for a license under the European Union’s new cryptocurrency regulations but sees room for growth.
“The development potential is enormous,” said Conio’s chief fintech strategist and project architect, Davide Rallo.
