Ferrari launches tokenized 499P auction for Hyperclub members

Ferrari is preparing its first-ever digital auction, giving its affluent clientele a chance to acquire the legendary Ferrari 499P, a three-time winner of the 24 Hours of Le Mans. The sale will run on a new Ferrari 499P token developed together with Italian fintech partner Conio.

The project is tailored to members of the exclusive Hyperclub, a circle of about 100 of the brand’s most devoted clients. They will be able to trade tokens and compete for the race car at auction. The rollout is slated for the start of the 2027 WEC season, a timeline that preserves scarcity and keeps the spotlight squarely on Ferrari’s core audience.

Marketing chief Enrico Galliera said the aim is not only to sell a one-of-a-kind machine but also to reinforce a sense of belonging among the marque’s elite followers. Ferrari sees the crypto space and a younger generation of investors as a source of future growth, especially amid surging interest in digital assets. The direction feels pragmatic: it channels attention where it’s already building and turns brand devotion into a structured, collectible experience.

The company has already begun accepting Bitcoin, Ethereum, and USDC for cars in the United States and Europe. Now it is taking the next step into digital investments, moving confidently to the intersection of luxury and technology. It’s less a pivot than a measured extension of the brand’s long-running playbook of exclusivity and theater.

Conio, which is obtaining a license under the European Union’s new crypto rules, is convinced the project’s potential is significant. Its chief strategist Davide Rallo said the Ferrari token could serve as a model for the wider luxury sector—an ambition that fits neatly with Ferrari’s habit of setting the tone rather than following it.