by The elite club is transitioning into the digital age, and among its future clients are many Ukrainian crypto millionaires.
The Italian automotive giant Ferrari has announced its entry into the cryptocurrency market – not for the mass user, but for the brand’s most devoted fans. The company is preparing to launch its own digital token, the Ferrari 499P Token, which will serve as a pass into the world of exclusive auctions and internal exchanges among members of the elite Hyperclub.
The initiative aims to attract a younger audience and strengthen loyalty among wealthy clients who seek not only to own a Ferrari car but also to be part of a community. The token will allow owners to participate in auctions for racing models, particularly the legendary Ferrari 499P, which has become a symbol of the brand’s return to endurance racing.
Ferrari is collaborating with the Italian fintech company Conio, which is developing the technical infrastructure and applying for a license in accordance with the new EU cryptocurrency regulations. As Conio’s Chief Strategist Davide Rallo notes, the potential for developing such a project is “enormous,” as it combines prestige, technology, and the emotion of owning the Ferrari brand.
The token launch is scheduled for the beginning of the 2027 World Endurance Championship season. According to Ferrari’s Chief Marketing and Commercial Officer Enrico Galliera, the goal of the initiative is not profit, but creating a new level of interaction between the company and its most loyal fans. “It’s about a sense of belonging, not just ownership,” he emphasized.
It is worth noting that Ferrari already has experience working with cryptocurrencies. In 2023, the company began accepting Bitcoin, Ethereum, and USDC for payment of its cars in the USA, and later extended this capability to the European market.
Interestingly, among Ferrari’s clients in recent years, the share of buyers from the crypto sphere has been growing – including from Ukraine, where, according to dealers, crypto millionaires have become some of the key buyers of new Ferraris, including the SF90, 296 GTB, and Roma models.
