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According to Reuters, Ferrari is evaluating a digital token initiative to engage a younger, tech-savvy audience and extend its crypto-friendly strategy beyond conventional payments. The move mirrors a growing trend among luxury brands to tokenize experiences and deepen fan loyalty through blockchain assets.
Ferrari is partnering with Italian fintech Conio to pilot the Token Ferrari 499P within its Hyperclub, a curated group of 100 select endurance-motorsport enthusiasts. Internal token settlements would facilitate bids on the Le Mans-winning car, reinforcing a premium, investor-grade engagement model ahead of a broader rollout.
An official reveal is anticipated with the 2027 World Endurance Championship schedule, as Ferrari has already embraced Bitcoin, Ethereum, and USDC for car purchases in the US (since 2023) and Europe (since 2024). The plan signals a disciplined approach to digital assets aimed at expanding investor and fan engagement.
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