Aiming at the "AI Wealth Generation Generation," Ferrari issues exclusive cryptocurrency tokens to auction the Le Mans championship racing car

Zhitong
2025.10.27 09:16
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Ferrari is entering the cryptocurrency market by issuing an exclusive cryptocurrency token "Token Ferrari 499P," aiming to attract the young wealthy class. The token will allow top collectors to bid for ownership of the 499P race car, which has won the Le Mans championship. Ferrari is collaborating with the Italian fintech company Conio and plans to launch the project in 2027 to enhance customer belonging. This move is part of Ferrari's response to new trends in the luxury goods industry, although the project still requires relevant regulatory approvals

According to the Zhitong Finance APP, Italian sports car manufacturer Ferrari (RACE.US) is entering the cryptocurrency market through an innovative digital token program aimed at attracting tech-savvy young wealthy individuals. The brand's top collectors will have the opportunity to use this token to bid for ownership of the 499P race car, which has won the Le Mans 24-hour endurance race three times in a row.

Currently, this project is limited in scope and is an attempt by the luxury sports car manufacturer to adapt to new trends in the luxury goods industry— as artificial intelligence (AI) and data centers drive a global investment boom, major brands are actively exploring this rapidly growing emerging clientele of young tech entrepreneurs.

Prior to this, Ferrari had already taken its first step into the cryptocurrency field. The brand is not only developing its first electric vehicle but also began accepting Bitcoin, Ethereum, and USDC stablecoin as payment methods for car purchases in the U.S. market in 2023, expanding this service to Europe last year.

For this token issuance, Ferrari will collaborate with Italian fintech company Conio to launch the "Token Ferrari 499P," which will be open to members of the Hyperclub, consisting of 100 of its most core customers. These passionate collectors of endurance racing can conduct internal transactions using the token and bid for ownership of this legendary race car. The project is planned to be officially launched at the start of the new season of the World Endurance Championship in 2027.

"This move aims to enhance the sense of belonging among our most loyal customers," said Ferrari's Chief Marketing and Commercial Officer Enrico Galliera.

However, the implementation of this project will still take time. Conio is applying for relevant licenses based on the new cryptocurrency regulatory framework introduced by the European Union, while the company also sees growth potential in this field. Davide Rallo, Conio's Chief Financial Technology Strategist and project architect, stated, "The development potential in this area is enormous."

It is understood that, driven by well-known figures including U.S. President Trump, cryptocurrency prices have recently continued to rise, with Bitcoin increasing by 60% over the past year. However, regulators have warned that the lack of regulation and speculative trading could pose risks to investors and financial stability

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