Ferrari is venturing deeper into digital finance with plans to introduce a new crypto token that will give its wealthiest fans the chance to bid for a Ferrari 499P, the endurance car that secured three consecutive Le Mans victories.
The initiative, though limited in scope, reflects Ferrari’s strategy to engage younger, tech-savvy investors and entrepreneurs who have benefited from the global surge in artificial intelligence and data-driven markets. It also builds on the company’s growing openness to digital payments, after it began accepting Bitcoin, Ethereum and USDC for vehicle purchases in the United States in 2023, later extending the option...