Ferrari is debuting a private blockchain token for its most elite clients, allowing them to bid on the Le Mans-winning 499P hypercar and other unique assets. The move represents a significant step in the automaker’s digital strategy, using blockchain technology to create a new layer of verifiable exclusivity.
In Brief
- Ferrari has partnered with Italian fintech firm Conio to launch a private token for its exclusive 100-member “Hyperclub.”
- The token will be used for peer-to-peer trading within the club and to bid on assets, including the Ferrari 499P hypercar that has won the 24 Hours of Le Mans.
- The initiative follows Ferrari’s 2023 decision to begin accepting Bitcoin and other cryptocurrencies for vehicle purchases in the U.S. and Europe.
The project, a partnership with the Italian fintech company Conio, will serve the 100 members of the “Ferrari Hyperclub,” an invitation-only program for the brand’s top collectors and racing enthusiasts. The token is scheduled to launch in 2027, coinciding with the World Endurance Championship season.
Private Blockchain Token: A Tool for Programmable Exclusivity
Unlike publicly traded cryptocurrencies, the token is designed as a utility asset for a closed ecosystem. According to the announcement, its functions will include enabling bids at private auctions and facilitating peer-to-peer trades of exclusive assets among Hyperclub members.
“This is about strengthening the sense of belonging among our most loyal customers,” said Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer, in a statement to Reuters.
Conio, which is co-owned by Poste Italiane and Banca Generali, will provide the regulated custodial infrastructure for the token, including secure storage and key recovery technology. Davide Rallo of Conio told Reuters that “the potential for development is enormous.”
Ferrari’s Crypto Payments and Tokenized Assets
The initiative marks a strategic evolution from Ferrari’s earlier engagement with digital assets. In October 2023, the company became the first major automaker to accept cryptocurrency payments for its cars in the United States, later expanding the program to Europe in July 2024.
That system, which uses the processor BitPay to immediately convert crypto payments into fiat currency, was designed to mitigate volatility risk for dealers. The new token project moves beyond simple payments and leverages blockchain technology as a core part of its client engagement strategy for high-value, real-world assets.
Chain Street’s Take
Ferrari’s private token turns exclusivity into code, shifting blockchain from payments to prestige. It’s a blueprint for how luxury brands may tokenize loyalty itself. By controlling access through a closed digital ecosystem, Ferrari is redefining scarcity for the Web3 age. If successful, it could set the standard for tokenized luxury across art, fashion, and performance assets.
