Italian automaker Ferrari has announced plans to hold a groundbreaking auction using an exclusive cryptocurrency, allowing its wealthiest fans to bid on a Ferrari 499P—the endurance car that has won the 24 Hours of Le Mans three times in a row.
This initiative marks a strategic foray by the luxury brand into the digital world and blockchain markets, with the aim of attracting a new generation of tech-savvy investors and collectors keen on innovation. According to Reuters, Ferrari plans to launch a digital token specifically designed for this operation, which will serve as a means of payment and access to exclusive brand-related experiences.
The company, listed in Milan under the symbol RACE.MI, seeks to combine automotive prestige and digital modernity, targeting both motorsport enthusiasts and Web3 players.
This project is part of Ferrari's broader strategy to diversify its offering beyond its vehicles, capitalizing on rarity, innovation and emotion—values that have been at the heart of its identity for more than 75 years.
