Ferrari, the famous Italian luxury sports car manufacturer is stepping into the world of cryptocurrency by launching a digital token called “Token Ferrari 499P.” The token will allow a select group of its most loyal fans to trade digital assets and bid on the famous 499P endurance race car — the same model that won three straight 24 Hours of Le Mans titles.
The move is part of Ferrari’s effort to connect with younger, tech-driven buyers who are interested in both luxury cars and digital innovation. Working with Italian fintech firm Conio, Ferrari plans to begin the crypto auction ahead of the 2027 World Endurance Championship season.
The company has already embraced cryptocurrency payments, accepting Bitcoin, Ethereum, and USDC for car purchases in the U.S. and Europe since 2023.
Ferrari’s marketing chief, Enrico Galliera, said the token aims to “strengthen the sense of belonging among our most loyal customers.”
Although the project is still small and subject to EU crypto regulations, Ferrari believes it’s a major step toward blending luxury, innovation, and the growing world of digital assets.