Ferrari is expanding its involvement in the cryptocurrency sector by planning a digital token designed for its affluent clientele, which will permit them to bid on the 499P, a victorious Le Mans model, during a unique auction set for 2027.

The token, named Token Ferrari 499P, will be created in collaboration with fintech company Conio and will be exclusively available to members of Ferrari’s Hyperclub, a private group consisting of 100 dedicated patrons of endurance racing.

“This initiative aims to enhance the feeling of community among our most devoted customers,” said Enrico Galliera, Ferrari’s chief marketing and commercial officer.
“Esta iniciativa tiene como objetivo fortalecer el sentido de comunidad entre nuestros clientes más leales.”

Token holders will be able to trade with one another and take part in private auctions, including the one for the 499P, coinciding with the launch of the 2027 World Endurance Championship season.

Ferrari 499P
Ferrari 499P. Source: Wikimedia

Ferrari’s Enhanced Crypto Strategy

Ferrari has previously demonstrated a progressive stance on cryptocurrency. In 2023, the automaker started accepting Bitcoin, Ether, and USDC as payment for vehicle purchases in the United States and expanded this option into Europe in 2024. However, dealers will not directly handle cryptocurrencies; instead, customer assets will be converted automatically into fiat currency and deposited into bank accounts.

Conio is in the process of attaining a license under the EU’s Markets in Crypto-Assets (MiCA) regulation, viewing this project as a significant step in luxury tokenization. “The development potential is immense,” stated Davide Rallo, Conio’s chief fintech strategist.

Growing Crypto Millionaire Demographics

This strategic move by Ferrari arrives at a time when the quantity of crypto millionaires has risen by 40% within the year, totaling 241,700 individuals. This surge has been powered by the Bitcoin market rally, with overall cryptocurrency valuations surpassing $3.3 trillion in mid-2022.

Additionally, the number of individuals owning over $100 million in crypto has escalated by 38%, contributing to a 29% increase in the number of crypto billionaires, now totaling 36 this year.