Post by : Badri Ariffin

Ferrari is steering into the world of digital assets, unveiling plans for a new token aimed at its wealthiest fans. The ‘Token Ferrari 499P’ will allow elite members to bid on the Ferrari 499P endurance car, the same model that has clinched three consecutive Le Mans victories.

The initiative reflects Ferrari’s effort to engage younger, tech-savvy luxury buyers who are increasingly investing in cryptocurrencies and digital assets. The Italian carmaker had already embraced crypto in 2023, accepting Bitcoin, Ethereum, and USDC for vehicle purchases in the U.S., later expanding the service across Europe.

The new token will be offered exclusively to members of Ferrari’s Hyperclub, a select group of 100 clients passionate about endurance racing. The token can be traded among members and used in auctions for the 499P, creating a private digital marketplace within the Ferrari community.

Ferrari is partnering with Italian fintech Conio to roll out the initiative. The launch is planned to coincide with the start of the 2027 World Endurance Championship season, marking a high-profile debut for the digital asset. Conio is currently applying for a license under the EU’s new crypto regulations, signaling cautious but ambitious growth plans.

The move highlights a broader trend among luxury brands leveraging digital tokens and cryptocurrencies to connect with affluent, younger consumers. While crypto markets continue to show strong growth, financial experts caution that speculative trading and regulatory oversight remain critical considerations.

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