Ferrari to Launch Digital Token Giving 100 Elite Fans a Shot at Le Mans-Winning 499P

Ferrari is taking its crypto ambitions to a new level by launching a digital token that will give its most exclusive fans the chance to bid on one of the brand’s most coveted prizes—the Le Mans-winning 499P endurance race car.

Scheduled for 2027, the initiative signals Ferrari’s bold move to merge ultra-luxury fandom with blockchain innovation.

Dubbed the “Token Ferrari 499P,” the project will be available only to members of Ferrari’s invitation-only Hyperclub, a private network of 100 elite clients with a passion for endurance racing.

Token holders will not only have the chance to trade their digital assets within the Hyperclub, but they will also compete in exclusive auctions where a single lucky token could grant the winner ownership of the iconic 499P.

Enrico Galliera, Ferrari’s chief marketing and commercial officer, emphasized the exclusivity

“This is about strengthening the sense of belonging among our most loyal customers.”

The token auction is timed to coincide with the 2027 World Endurance Championship, offering Hyperclub members unprecedented access to Ferrari’s racing heritage.

By tokenizing one of its most prized cars, Ferrari effectively creates a digital lottery for a single high-value asset—a bold experiment at the intersection of wealth, digital assets, and fan culture.

Crypto-Enabled Luxury Meets Tradition

This initiative builds on Ferrari’s broader adoption of digital assets. Since 2023, the automaker has accepted Bitcoin, Ether, and USDC for car purchases in the U.S., later expanding the service to Europe.

Notably, Ferrari’s crypto payment system ensures dealers never manage the digital currencies directly; payments are automatically converted into fiat and processed via traditional bank transfers, streamlining the process while keeping crypto exposure at the company level.

Fintech partner Conio, which is pursuing licensing under the EU’s Markets in Crypto-Assets (MiCA) regulation, described the token launch as a milestone in luxury tokenization. “The potential for development is enormous,” said Davide Rallo, Conio’s chief fintech strategist, highlighting the project’s disruptive promise for ultra-high-net-worth clients.

Riding the Wave of Crypto Wealth

Ferrari’s tokenized auction comes amid a boom in global crypto wealth. The number of crypto millionaires has surged 40% in the past year to nearly 242,000, while holders of over $100 million in crypto grew 38% to 450, and crypto billionaires climbed 29% to 36.

By focusing on its Hyperclub elite, Ferrari is positioning itself to capture the attention of those at the very top of this digital wealth pyramid.

The 2027 auction for the 499P represents more than a chance to own a legendary car—it exemplifies how luxury brands are leveraging blockchain to create ultra-exclusive experiences.

By tokenizing a single car and restricting access to a select 100 members, Ferrari is redefining what it means to be part of an elite collector community.

This move underscores a growing trend where digital assets and tokenization are not just financial tools but cultural instruments of exclusivity. Ferrari’s Hyperclub lottery shows that in the world of luxury, crypto isn’t just about investment—it’s about status, access, and the thrill of winning a once-in-a-lifetime asset.

For the lucky few, the prize isn’t just a car—it’s entry into a digital elite that blends wealth, fandom, and blockchain innovation.