Each token grants the right to bid on the vehicle, without representing a fraction of it.
Participation is limited to “high-value customers.”
Luxury sports car manufacturer Ferrari together with Italian exchange Conio is preparing to issue the Ferrari 499P digital token, an exclusive asset that allows its “high value” customers to compete in the auction of the winning car of the 24 Hours of Le Mans between 2023 and 2025.
This initiative, limited to 100 members of the brand’s Hyperclub, seeks to integrate digital asset technology into the world of luxury motorsport, with a debut planned for the 2027 World Endurance Championship season, pointed out Reuters.
Holders of this token will gain the right to bid on the vehicle, although the digital asset does not represent a fraction of the ownership of the car. The Ferrari 499P is a hybrid racing prototype designed by Ferrari for the top endurance category.
The Hyperclub will operate as a private network where members exchange tokens with each other and participate in bidding. This structure reinforces exclusivity and a sense of community among fans who are passionate about endurance racing. “It is about reinforcing the feeling of belonging among our most loyal customers,” said Enrico Galliera, Ferrari’s commercial and marketing director.
The Italian company is no stranger to crypto assets. Since 2023, it has integrated payments with bitcoin (BTC) and ether (ETH) in its dealerships and extended the service to Europe in 2024, as reported by CriptoNoticias.
The token launch faces regulatory hurdles. Conio, the fintech ally, applies for a license under the European Union’s MiCA regulation on digital asset markets, delaying its implementation. Still, Davide Rallo, chief financial technology strategist and project architect at Conio, says: “The development potential is enormous.”