Luxury automaker expands its crypto strategy with Conio partnership ahead of 2027 debut
Ferrari is accelerating its push into the digital asset space, unveiling plans to launch a blockchain-based token that will let select clients bid on the Le Mans-winning Ferrari 499P, one of the brand’s most celebrated endurance race cars.
According to a report shared with Reuters, the “Token Ferrari 499P” will debut in partnership with fintech firm Conio, targeting Ferrari’s Hyperclub — a private circle of just 100 elite clients known for their devotion to high-performance motorsport.
“This initiative 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 be able to trade within a closed ecosystem and gain access to exclusive auctions, including the opportunity to bid on the original Ferrari 499P — the car that claimed victory at Le Mans in 2023, marking Ferrari’s historic comeback to endurance racing.
The tokenized auction is expected to go live alongside the 2027 World Endurance Championship season, aligning with Ferrari’s long-term strategy to integrate blockchain-powered fan engagement into its brand experience.
Ferrari Deepens Its Crypto Integration
Ferrari has already shown a strong appetite for crypto adoption. In 2023, the Italian automaker began accepting Bitcoin (BTC), Ether (ETH), and USD Coin (USDC) for car purchases in the United States, later expanding the option across Europe.
Importantly, Ferrari’s payment system is designed to protect dealers from crypto volatility — client payments in digital assets are instantly converted into fiat currency, ensuring seamless settlement.
Conio, which is currently seeking a license under the EU’s Markets in Crypto-Assets (MiCA) framework, called the Ferrari partnership “a major step for luxury tokenization.”
“The potential for development is enormous,” said Davide Rallo, Conio’s Chief Fintech Strategist.
Crypto Wealth Boom Fuels Luxury Demand
Ferrari’s entry into digital collectibles comes amid a sharp rise in crypto wealth. The number of crypto millionaires has surged 40% year-over-year to 241,700, driven by Bitcoin’s strong rally and a broader $3.3 trillion market capitalization across digital assets.
The growth in ultra-high-net-worth crypto holders — including 36 billionaires and 450 investors with over $100 million in crypto — underscores the automaker’s timing as it merges luxury ownership with tokenized exclusivity.
Disclaimer
This content is for informational purposes only and does not constitute financial, investment, or legal advice. Cryptocurrency trading involves risk and may result in financial loss.