Italian automaker Ferrari is preparing to launch an exclusive digital token that will allow its wealthiest fans to participate in an auction for the Ferrari 499P – the car that won three consecutive Le Mans titles, Reuters reports.
Developed in partnership with Italian fintech company Conio, the project targets members of the Ferrari Hyperclub, a private group of 100 collectors passionate about endurance racing. The “Ferrari 499P” token will be tradable among members and used for internal auctions, set to debut with the 2027 World Endurance Championship season.
“This is a way to strengthen the sense of belonging among our most loyal clients,” said Enrico Galliera, Ferrari’s Chief Commercial and Marketing Officer.
The initiative reflects Ferrari’s effort to attract young entrepreneurs from the tech and AI sectors – a generation increasingly active in the crypto market. The company began accepting Bitcoin, Ethereum, and USDC payments for its cars in the U.S. in 2023 and later expanded the option to Europe.
Conio is currently awaiting licensing under the EU’s new MiCA regulation for digital assets. “The growth potential is enormous,” said Davide Rallo, Conio’s fintech strategist, noting that Bitcoin’s value has surged about 60% over the past year, driven by renewed investor interest in digital assets and political support from U.S. President Donald Trump.
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