MILAN, Oct 25 (Reuters) – Ferrari (RACE.MI) is stepping into the world of digital assets with a new crypto token designed for its wealthiest and most devoted fans. The exclusive token will allow members to participate in an auction for the Ferrari 499P, the endurance car that clinched three consecutive Le Mans titles.

The initiative marks Ferrari’s latest move to engage younger, tech-savvy investors and collectors, particularly those emerging from the booming sectors of AI and data technology. Many luxury brands are increasingly exploring digital assets to attract this new generation of affluent consumers.

The project, though limited in scale for now, reflects Ferrari’s growing openness to digital innovation. The Italian sports car maker began accepting Bitcoin, Ethereum, and USDC for vehicle purchases in the United States in 2023, later expanding the option to Europe.

Ferrari is partnering with Italian fintech company Conio to develop the “Token Ferrari 499P”, which will be offered exclusively to members of its Hyperclub — an invite-only community of 100 elite clients passionate about endurance racing. Members will be able to trade the tokens among themselves and use them to bid on the 499P racing model.

The new token is expected to launch alongside the start of the 2027 World Endurance Championship season.

“This is about strengthening the sense of belonging among our most loyal customers,” said Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer.