Ferrari Introduces Digital Fan Token to Participate in Le Mans Winning Cars Auction

Image/Reuters

News Desk | October 27, 2025 | Business, Breaking News, International | Follow on Google News

Ferrari Introduces Digital Fan Token to Participate in Le Mans Winning Cars Auction

Italian luxury carmaker Ferrari is preparing to launch its own digital token, giving its most exclusive clients a new way to engage with the brand. The token will allow selected collectors to take part in an auction for the Ferrari 499P, the endurance car that claimed three consecutive victories at the Le Mans races.

The project aims to connect Ferrari with a younger, tech-driven generation of investors, many of whom have built their fortunes in fields like artificial intelligence, data technology, and cryptocurrency. It reflects a broader trend among luxury brands that are exploring new ways to attract digital-age entrepreneurs and investors.

Ferrari has already embraced digital payments by accepting Bitcoin, Ethereum, and USDC for car purchases in the United States since 2023, later extending the option to European buyers.

Now, in partnership with Italian fintech company Conio, Ferrari plans to introduce the “Token Ferrari 499P.” The initiative will be exclusive to members of the brand’s Hyperclub, a community of around 100 top clients known for their passion for endurance racing. Members will be able to exchange tokens and bid privately for the special race car model.

The debut of this new digital asset is expected to coincide with the 2027 World Endurance Championship season.

“This initiative is designed to strengthen the connection between Ferrari and its most loyal supporters,” said Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer.

While the cryptocurrency market continues to expand — with Bitcoin rising over 60% in the past year — regulators have warned about the risks of unregulated speculation. Nevertheless, the growing interest among investors has encouraged major brands like Ferrari to explore innovative ways to merge luxury and technology.

Conio’s Chief Fintech Strategist, Davide Rallo, who is leading the project, stated that the company is currently seeking approval under the European Union’s new cryptocurrency regulations.

“The possibilities for innovation in this field are immense,” Rallo said.