Ferrari enters crypto race; luxury carmaker plans token to engage tech-savvy buyers

Ferrari plans to launch a digital token for its ultra-exclusive Hyperclub members, adding another luxury automaker’s entry into crypto markets.

The Italian sports carmaker will introduce the ‘Token Ferrari 499P’ for 100 of its wealthiest fans to trade and bid on a Ferrari 499P endurance racing car.

The token launch is set for the start of the 2027 World Endurance Championship season. Ferrari’s Chief Marketing and Commercial Officer, Enrico Galliera, stated that the initiative aims to strengthen loyalty among top-tier customers.

The company has partnered with Italian fintech Conio to develop the token system.

Ferrari expands crypto acceptance beyond payments

Ferrari started accepting Bitcoin, Ethereum and USDC for vehicle purchases in the U.S. in 2023. The company extended this payment option to European markets in 2024.

The new token project goes beyond simple payment acceptance. Members can use tokens to:

• Trade among themselves within the Hyperclub
• Participate in exclusive auctions for racing models
• Access special events tied to endurance racing

Conio is currently applying for a license under the European Union’s new crypto regulation. The company’s Chief Fintech Strategist Davide Rallo described the development potential as “enormous.”

Auto industry shows growing crypto appetite

Ferrari joins other major automakers accepting digital currencies. In August 2025, Volkswagen Group Singapore began accepting Bitcoin, Ethereum, USDT and USDC for vehicle purchases and services through FOMO Pay. The program has a daily transaction cap of SGD 4,500.

Toyota, BYD, and Yamaha started accepting USDT payments in Bolivia in September 2025. Tether CEO Paolo Ardoino announced the development on Sept. 21.

Bitcoin has climbed 60% over the past year, and prices have risen after multiple positive developments in the United States. The Ferrari token faces a lengthy approval process before its 2027 debut.