Ferrari is deepening its connection with the world of digital assets through a new initiative that merges luxury, exclusivity, and blockchain technology. The Italian automaker plans to launch a digital token allowing its most loyal and wealthy fans to bid on one of its most celebrated racing cars — the Ferrari 499P, winner of the 24 Hours of Le Mans.

A New Chapter in Ferrari’s Digital Strategy

Ferrari’s upcoming “Token Ferrari 499P” marks the company’s most ambitious step yet into the world of crypto assets. The token, created in partnership with Italian fintech company Conio, will be available only to members of Ferrari’s Hyperclub, an exclusive network of around 100 elite clients known for their passion for endurance racing. The auction for the 499P is scheduled to open in 2027, coinciding with the World Endurance Championship season.

“This is about strengthening the sense of belonging among our most loyal customers,” said Enrico Galliera, Ferrari’s chief marketing and commercial officer, in remarks cited by Reuters. The initiative aims to blend tradition and innovation, allowing select Ferrari owners to engage with the brand in a way that transcends physical ownership.

Token Utility and Ownership Experience

Holders of the Token Ferrari 499P will enjoy exclusive benefits beyond access to the auction. Token owners will be able to trade among themselves and participate in private events, experiences, and additional auctions tied to Ferrari’s racing heritage. The company believes this digital-first initiative will foster deeper engagement and a stronger emotional bond between Ferrari and its core customer base.

According to sources familiar with the plan, the tokenized auction will represent not just ownership of a physical asset but also a new form of digital participation in Ferrari’s legacy. It reflects a growing trend among luxury brands exploring blockchain as a means to create limited digital experiences that enhance exclusivity.

Partnership with Conio and Regulatory Framework

Ferrari’s partnership with Conio brings together luxury craftsmanship and digital finance expertise. Conio, which is seeking a license under the European Union’s Markets in Crypto-Assets (MiCA) regulation, described the project as a milestone for tokenization in the high-end sector. “The potential for development is enormous,” said Davide Rallo, Conio’s chief fintech strategist.

Under the collaboration, Conio will handle the technical and regulatory aspects of token issuance and trading. Ferrari’s role will focus on integrating the digital offering with its brand ecosystem and ensuring that client experiences remain seamless and secure.

While some luxury brands have experimented with NFTs and metaverse campaigns, Ferrari’s initiative is notable for tying blockchain utility directly to real-world assets — in this case, one of the most historically significant racing cars of the modern era.

Ferrari’s Ongoing Crypto Expansion

This token project builds on Ferrari’s earlier steps into cryptocurrency. In 2023, the company began accepting Bitcoin, Ether, and USD Coin as payment for car purchases in the United States, later expanding the option to Europe. The system allows buyers to pay with crypto while dealers receive payments in traditional currencies, as the digital assets are instantly converted into fiat.

Ferrari positioned this move as a response to demand from tech-savvy clients and younger collectors who see digital assets as an integral part of their wealth portfolios. It also underscored the company’s openness to innovation while maintaining financial security and compliance standards.

Growing Wealth in the Crypto World

Ferrari’s latest move aligns with a broader global trend: the rapid rise in crypto wealth. The number of individuals with holdings exceeding $1 million in cryptocurrency has surged by 40% over the past year, reaching around 241,700. The count of those with over $100 million in crypto climbed 38% to 450, while the number of crypto billionaires rose 29% to 36.

These figures mirror a broader resurgence in digital assets, fueled by Bitcoin’s rally and a market-wide boom that pushed total crypto capitalization above $3.3 trillion by mid-2022. This expanding pool of crypto millionaires represents a key demographic for luxury brands like Ferrari — individuals who blend passion for technology with an appetite for rare, high-value assets.

A Fusion of Heritage and Innovation

Ferrari’s embrace of blockchain is part of its ongoing effort to balance legacy with modernity. By combining the prestige of the Ferrari 499P with the transparency and exclusivity of tokenized ownership, the brand is redefining what it means to be a collector in the digital era.

The initiative signals that Ferrari is not just a maker of performance machines but also a forward-looking brand adapting to the changing dynamics of wealth, technology, and fandom. For a company built on speed and innovation, the leap into tokenized luxury may prove to be its next great race.