Ferrari to Launch Crypto Token Tied to Championship-Winning Race Car
Ferrari (RACE) is expanding its presence in the digital realm with plans to launch a new cryptocurrency token linked to its successful 499P endurance race car, a move signaling the luxury brand’s increasing engagement with emerging technologies and a new generation of consumers.
The “Token Ferrari 499P” will be available exclusively to members of Ferrari’s Hyperclub, a private group comprising approximately 100 of the company’s most valued clients. These members will be able to trade the token and utilize it to participate in an auction for an actual 499P model, with the token’s debut coinciding with the start of the 2027 World Endurance Championship season. The project is a collaboration with Italian fintech firm Conio, which is currently seeking licensing approval under the European Union’s MiCA crypto regulations.
Enrico Galliera, Ferrari’s marketing chief, explained that the initiative aims to “strengthen the brand’s bond with its most loyal fans,” adding that the token “adds a sense of belonging while opening new ways to engage with Ferrari’s heritage and innovation.” This move follows Ferrari’s earlier adoption of Bitcoin, Ethereum, and USDC as payment options for vehicle purchases in the U.S. and Europe, demonstrating a broader strategy to attract tech-savvy buyers. Luxury brands like Louis Vuitton and Porsche have also been exploring digital collectibles and blockchain technology.
Yesterday, RACE shares closed at $408.31, rising 1.36% despite being down roughly 3.16% year-to-date. Ferrari is scheduled to report its third-quarter earnings on November 4, 2025. Analysts currently maintain a Moderate Buy consensus on the stock, with an average price target of $490.78, representing a potential 20.20% increase. See more RACE analyst ratings.
Conio strategist Davide Rallo indicated significant growth potential for the project once regulatory approvals are secured, suggesting further expansion of Ferrari’s digital offerings.
