Ferrari to Launch Tokenized 499P Supercar for Elite Clients

Ferrari Enters the Digital Asset Market

Ferrari is preparing to issue its first digital token, allowing a select group of clients to bid on one of the company’s rarest racing cars—the Ferrari 499P, the Le Mans-winning endurance model. The token, developed with fintech firm Conio, will be reserved for members of Ferrari’s Hyperclub, a private network of about 100 long-time customers known for collecting and racing Ferrari endurance cars, Reuters reported on Saturday.

The project, dubbed the “Token Ferrari 499P,” will debut alongside the 2027 World Endurance Championship season. Holders will be able to trade the tokens among themselves and access exclusive auctions tied to Ferrari’s racing heritage. The carmaker said the move is designed to deepen engagement with its most dedicated fans.

“This is about strengthening the sense of belonging among our most loyal customers,” said Enrico Galliera, Ferrari’s chief marketing and commercial officer.

Investor Takeaway

How the Token Works

Ferrari and Conio will structure the token to operate within a closed ecosystem. Hyperclub members will use it to access auctions, with the flagship event offering a chance to acquire the 499P endurance car that brought Ferrari its first overall Le Mans victory in 58 years. Token holders will also gain entry to limited-edition merchandise sales and behind-the-scenes events during Ferrari’s endurance campaigns.

Conio, which is viewking authorization under the European Union’s Markets in Crypto-Assets (MiCA) regulation, described the project as “a milestone in luxury tokenization.” “The potential for development is enormous,” said Davide Rallo, the firm’s chief fintech strategist. The company will manage , ensuring regulatory compliance for high-value digital assets.

Ferrari’s Growing Interest in Crypto

The token project follows Ferrari’s earlier steps into digital payments. In 2023, the company began accepting BTC (BTC), Ether (ETH) and USD Coin (USDC) for vehicle purchases in the United States. The service expanded to Europe last year. Dealers do not handle crypto directly—payments are automatically converted into fiat and settled in bank accounts, reducing volatility and compliance risk.

That experiment positioned Ferrari as one of the few luxury car brands to . The company has not disclosed total crypto sales but described client response as “encouraging” in previous interviews. The token initiative marks a shift toward integrating digital ownership and membership privileges rather than payment processing alone.

Investor Takeaway

Rising Demand from Crypto Wealth

Ferrari’s timing coincides with a sharp rise in global crypto wealth. According to market data cited by Reuters, the number of crypto millionaires has increased by 40% in the past year to 241,700, driven by BTC’s rally and renewed digital asset inflows. The number of individuals with more than $100 million in crypto holdings has risen to 450, while the global count of crypto billionaires now stands at 36.

That surge has expanded the potential customer base for high-end tokenized assets. While many automakers have experimented with NFTs tied to art or design, Ferrari’s approach targets real-world ownership and verifiable scarcity—hallmarks of its brand. By aligning its token program with the Hyperclub, the company retains exclusivity while tapping into the growing intersection between crypto wealth and luxury collecting.

Outlook

The “Token Ferrari 499P” will likely serve as a pilot for broader applications in tokenized car ownership and collectibles. If successful, Ferrari could extend the model to other limited series vehicles or racing memorabilia. The company and Conio did not disclose the blockchain network selected for issuance or details of reserve custody.

For Ferrari, the initiative blends tradition with digital finance, reflecting how top luxury brands are experimenting with blockchain tools to maintain relevance among younger, crypto-native purchaviewrs—without diluting exclusivity for their legacy clientele.