Ferrari brings the 499P to the blockchain: a digital token for the most exclusive auction ever powered by cryptocurrencies
A digital token for a million-dollar auction. This is the latest frontier of innovation from Ferrari, which, in collaboration with the Italian fintech company Conio, has developed a digital token system for cryptocurrencies dedicated to the legendary Ferrari 499P, the car that triumphed three times at the 24 Hours of Le Mans.
The initiative, designed for members of the exclusive Hyperclub — the select circle of the most passionate and wealthy Ferrari clients — involves the sale of special digital tokens that represent symbolic shares of the 499P. Those who manage to collect all the tokens, by purchasing or trading them through the blockchain, will ultimately win the real racing car itself. The sale will be possible starting from 2027, as confirmed by Alessandra Todeschini during the World Finals held at Mugello.
According to Maranello, the goal is to create an experience that is both exclusive and technologically advanced, combining the world of automotive collecting with that of digital finance. “This project was born from the desire to strengthen the sense of belonging among our most loyal clients. It is also about offering exclusive experiences that align with our future-oriented vision,” said Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer.
Ferrari and cryptocurrencies: the new initiative for fans
The technological development was handled by Conio, a fintech company backed by Banca Generali and Poste Italiane. Its CEO, Christian Miccoli, emphasized the cultural significance of the partnership: “For us, this collaboration is proof that blockchain can be much more than a technical tool. It can be a language for telling stories of value, passion, and the future.”
Gian Maria Mossa, CEO of Banca Generali, also welcomed the project, stating: “This and other experiences born from dialogue with companies will help shape the future of Made in Italy digital finance.”
The project could be just the first step in a broader strategy that will take Ferrari further into the world of cryptocurrencies. Since 2023, Maranello has accepted Bitcoin, Ether, and USDC as payment methods for its cars — first in the United States, and later in Europe.
Behind this move lies a precise commercial strategy. Maranello aims to attract a new elite of digital investors. According to a recent study by Henley & Partners and New World Wealth, there are around 242,000 crypto-millionaires worldwide — individuals with cryptocurrency holdings worth over one million dollars.
With this project, Ferrari reaffirms its commitment to innovation and its ability to blend heritage and technology. The fusion of blockchain, collecting, and automotive passion marks a tangible step toward a new form of digital exclusivity, where luxury is measured not only in horsepower but also in bits.
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