Milan, Oct 27 (V7N) – Ferrari is set to enter the digital token market with a new initiative targeting younger, tech-savvy luxury enthusiasts. The Italian sports car manufacturer plans to launch the “Token Ferrari 499P,” which will allow members of its Hyperclub — an exclusive group of 100 of its wealthiest and most devoted clients — to trade tokens among themselves and use them to bid on a Ferrari 499P, the endurance race car that has won three consecutive Le Mans titles.

The move reflects Ferrari’s strategy to tap into the growing wealth of younger technology entrepreneurs and enthusiasts, particularly as AI, data centers, and digital investments continue to reshape global markets. The initiative is part of a broader trend among luxury brands experimenting with digital assets to engage high-value clients.

This development follows Ferrari’s earlier adoption of cryptocurrencies for vehicle purchases. In 2023, the company began accepting Bitcoin, Ethereum, and USDC for car purchases in the United States and extended this service to Europe last year.

Ferrari is partnering with Italian fintech company Conio for the token launch. Conio is in the process of applying for a license under the European Union’s new crypto regulations, paving the way for regulated trading and auction participation within the Hyperclub. The token is expected to debut at the start of the 2027 World Endurance Championship season.

“This initiative is about strengthening the sense of belonging among our most loyal customers,” said Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer. The Hyperclub token will allow members to engage in exclusive trading and bidding activities, fostering deeper connections among the brand’s most dedicated fans.

While the token has yet to be fully launched, Conio’s Chief Fintech Strategist and project architect, Davide Rallo, highlighted its significant growth potential. “The potential for development is enormous,” he said, emphasizing that digital tokens offer a new avenue for luxury engagement and client interaction.

The token market has recently seen dramatic growth, with cryptocurrencies like Bitcoin surging 60% over the past year, partly fueled by prominent supporters including U.S. President Donald Trump. However, regulators continue to caution that speculative trading and limited oversight may pose risks to investors and financial stability.

Ferrari’s foray into digital tokens illustrates how high-end automotive brands are experimenting with emerging technologies to appeal to younger, wealthier demographics while reinforcing exclusivity and brand loyalty. The company is also developing its first electric vehicle, signaling a dual focus on technological innovation and premium customer experience.

END/WD/SMA/