Ferrari is making strides into the cryptocurrency domain by launching a new digital token. This unique offering will enable its affluent fan base to bid on the celebrated 499P model, a car that has made its mark at Le Mans, as part of a prestigious auction set to debut in 2027.

The Italian automotive brand will introduce the Token Ferrari 499P in collaboration with fintech company Conio, exclusively for members of its elite Hyperclub— a select network of 100 distinguished clients passionate about endurance racing, as reported by Reuters.

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

Holders of the token will enjoy the ability to trade amongst themselves and take part in exclusive auctions, including one for the 499P. This initiative is expected to coincide with the commencement of the 2027 World Endurance Championship season.

Ferrari 499P
Ferrari 499P. Source: Wikimedia

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Ferrari’s Crypto Expansion

Ferrari has already demonstrated its acceptance of cryptocurrency by beginning the acceptance of Bitcoin (BTC), Ether (ETH), and USDC as payment for vehicle purchases in the United States during 2023, prior to extending these services to Europe last year.

Notably, Ferrari’s cryptocurrency payment solutions do not necessitate that dealers handle cryptocurrencies directly. Instead, customer cryptocurrencies are converted automatically into fiat currency and transferred directly to bank accounts.

Conio, which is actively seeking a license under the European Union’s Markets in Crypto-Assets (MiCA) regulation, has characterized this project as a landmark step in luxury tokenization. “The potential for development is enormous,” remarked Davide Rallo, Conio’s chief fintech strategist.

Related: How to buy a car with Bitcoin (BTC) in 2025

Surge in Crypto Millionaires

Ferrari’s latest move aligns with a broader increase in the number of cryptocurrency millionaires, up 40% this year to 241,700, primarily fueled by Bitcoin’s upswing and a global market surge that lifted the total cryptocurrency market cap above $3.3 trillion by mid-2022.

The number of individuals with crypto holdings exceeding $100 million has risen by 38% to 450, with the count of crypto billionaires climbing 29% to 36 this year.

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