Caught between tradition and the future, Ferrari has once again stepped on the accelerator.
On October 25th, Reuters revealed that the legendary Italian sports car manufacturer Ferrari is planning to launch its own digital token, "Token Ferrari 499P," officially entering the cryptocurrency world.
Beyond a technological experiment, this is also a precise marketing campaign targeting young tech upstarts rapidly rising due to the AI and data center boom.
"Token Ferrari 499P"
The core asset of the token is a highly symbolic racing car, the "Ferrari 499P." Its wealthiest fans will be able to use the token to bid on a Ferrari 499P. This Hypercar is no ordinary collectible: it is the champion of the 24 Hours of Le Mans. In 2023, it won Ferrari its first overall victory after 58 years, and it successfully defended the title in 2024, achieving two consecutive victories. This car, embodying both the glory of the track and the spirit of the brand's renaissance, will be the ultimate target for digital token holders. Ferrari did not choose to issue tokens on a large scale to the public, but instead limited them to an elite community called "Hyperclub", which consists of only 100 customers who love endurance racing the most.
Becoming a member means that you are not only a Ferrari owner, but also a deep participant and sponsor of its motorsport. Some information shows that membership is linked to sponsoring funds for Ferrari Hypercar events, and even allows the adoption of racing cars No. 50 or 51.
This highly exclusive design ensures the scarcity and dignity of the project, perfectly matching the tone of a luxury brand. To ensure the project's compliance and technical integrity, Ferrari chose Conio, a local Italian fintech company, as its partner. Conio is no stranger to the industry. Partly owned by Poste Italiane and Banca Generali, Conio is the first company in Italy to offer Bitcoin wallet and digital asset custody services. Conio's partnerships with international giants like Coinbase and Chainalysis demonstrate its strength in compliance and security. The choice of Conio demonstrates Ferrari's respect for the local market and provides a solid infrastructure foundation for its digital asset strategy. This token issuance is not Ferrari's first foray into the crypto space. As early as 2023, Ferrari began accepting Bitcoin (BTC), Ethereum (ETH), and USDC as payment for car purchases in the US market, and expanded the service to Europe the following year. This completed the first step of its Web3 strategy: accepting cryptocurrencies as a means of payment. The "Token Ferrari 499P" marks the second step: using tokens to build exclusive communities and experience economies. Tokens are more than just tickets to race cars; they serve as status symbols and community passes, allowing holders to trade on internal markets and enjoy exclusive benefits. In the future, the third step may be asset tokenization. Auctioning a physical race car is just the beginning. Ferrari could potentially tokenize limited-edition sports cars, classic models, and even racing IP, creating a whole new class of digitally scarce assets. This move by Ferrari places it at the forefront of the luxury industry. Rather than blindly chasing market trends, it deeply integrates blockchain technology into the luxury brand's hallmarks of scarcity, exclusivity, and exceptional experience. Through a token, Ferrari not only targets the next generation of high-net-worth clients but also forges a new path for its century-long legacy, bridging the gap between virtual and real life. When the 2027 World Endurance Championship season begins, what we witness will be more than just a race; it will be a grand declaration about the future of luxury.