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Ferrari – the famous Italian supercar brand – is making waves in the world of speed and technology enthusiasts when it announced the launch of its first digital Token called “Ferrari 499P Token ” , opening a new era combining the passion for speed and blockchain. This is XEM part of Ferrari’s global strategy to increase engagement with high-end customers and affirm its pioneering position in the field of luxury combined with digital technology.
According to internal information revealed, the Ferrari 499P Token will be issued in cooperation with fintech company Conio – a famous startup in the field of digital assets in Europe. This project is only for Hyperclub members – a closed network of 100 elite Ferrari customers who have a strong passion for endurance racing.
“We want to strengthen the bond between Ferrari and our most loyal customers,” said Enrico Galliera , Ferrari’s Chief Marketing & Commercial Officer. “It is not just an investment tool, but also a symbol of commitment and class.”
The special thing is that Token owners will have the right to trade with each other and participate in exclusive auctions , including the opportunity to own the legendary Ferrari 499P - the car that won a resounding victory at the prestigious Le Mans race . This project is expected to officially launch in the 2027 World Endurance Championship season , marking a turning point between blockchain technology and the racing industry.
Ferrari – from accepting Bitcoin payments to the luxury Token game
In fact, this is not the first time Ferrari has shown its openness to cryptocurrencies. In 2023 , the Italian supercar company began accepting Bitcoin (BTC), Ethereum (ETH), and USDC payments for customers in the US. The service then quickly expanded to Europe in 2024, making Ferrari one of the first luxury brands to apply blockchain to real-world commerce.
Notably, Ferrari has designed a smart payment tool that eliminates the need for dealers to directly manage digital assets. All customer cryptocurrency transactions will be automatically converted to fiat currency and transferred directly to bank accounts. This helps the company minimize the risk of price fluctuations and ensure transparency and safety.
Conio and Europe's ambition to "Tokenize luxury goods"
As for Conio, the company is in the process of applying for a license to operate under the European Union's MiCA (Markets in Crypto-Assets) regulation – the first legal framework for digital assets. Davide Rallo , Chief Strategist of Conio, commented: “The project with Ferrari is an important milestone, opening a new era in the field of luxury Tokenize . Its development potential is enormous.”
Experts say that if the project is successful, Ferrari could expand the model to limited collections or online auctions, allowing fans around the world to access products in the form of Token - a form being researched by many luxury brands such as Rolex, Louis Vuitton or Hermès.
