Ferrari Bets on Crypto Auction to Charm AI-Era Collectors
GeokHub
Contributing Writer
Ferrari is venturing deeper into the digital frontier with a bold new initiative: it plans to issue a digital token called “Token Ferrari 499P” that will let its most elite fans bid on a legendary Le Mans endurance car. The move is part of the brand’s push to woo younger tech-driven collectors amid rising interest in artificial intelligence and crypto.
Under the plan, the Hyperclub — a very exclusive group limited to just 100 of Ferrari’s top endurance racing fans — will gain early access to the token. Members will be able to trade the token among themselves and eventually use it in an auction to win ownership of the Ferrari 499P, a car historically tied to three consecutive Le Mans victories.
Ferrari says the auction is slated to align with the start of the 2027 World Endurance Championship season, giving the token time to incubate before full deployment.
To pull this off, https://www.geokhub.com/blogs/best-gadget-gifts-for-tech-lovers-in-2025 is collaborating with Italian fintech firm Conio, which is seeking regulatory approval under the European Union’s evolving crypto frameworks. The token is still under development, and Ferrari acknowledges it will take time to implement.
The company thinks this experiment is more than a gimmick. According to Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer, the token’s goal is to “strengthen the sense of belonging” among Ferrari’s most ardent supporters. It’s a way to mix exclusivity, community, and collectors’ culture in a fresh, digital wrapper.
This isn’t Ferrari’s first crypto flirtation. Since 2023, it has accepted Bitcoin, Ethereum, and USDC for vehicle purchases — first in the U.S., and later expanded to Europe. That background gives it a foothold in the crypto space as it tests more adventurous use cases.
What to Watch Next
- Whether Conio successfully secures licensing under the new EU crypto rules.
- How Ferrari defines and enforces the token’s relationship to physical ownership (can you redeem it; what happens if you trade it).
- Market response: Will collectors enthusiastically participate or view it as a marketing stunt?
- The broader trend: A wave of luxury brands may follow suit, blurring lines between status goods and digital assets.
Ferrari’s token strategy is an ambitious bet on the future — a bridge between its racing DNA and the age of AI and crypto. Whether it hits or misses, it’s one of the most interesting experiments in how legacy luxury brands might evolve in the digital era.
