MILAN, Italy:Ferrari shifts up a gear in its digital ambitions, unveiling plans for a new crypto token that will let some of its richest fans bid for a Ferrari 499P, the endurance car that has won three consecutive Le Mans titles.

The Italian luxury automaker said the project, limited in scope for now, aims to connect with younger, tech-driven entrepreneurs whose fortunes are being shaped by AI and data center growth.

Ferrari, which is also developing its first electric car, began accepting Bitcoin, Ethereum, and USDC for purchases in the United States in 2023 and extended the option to Europe last year.

It is partnering with Italian fintech Conio to create the ‘Token Ferrari 499P’, available to members of its Hyperclub, a group of around 100 of Ferrari’s most exclusive clients passionate about endurance racing. The token will allow members to trade among themselves and bid for the car when it debuts alongside the 2027 World Endurance Championship season.

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

Crypto prices have climbed sharply, buoyed by high-profile backers including U.S. President Donald Trump, though regulators continue to warn about speculative risks and limited oversight. Bitcoin has risen 60% over the past year.

Conio is currently applying for a license under the European Union’s new crypto regulations. “The potential for development is enormous,” said Davide Rallo, Conio’s Chief Fintech Strategist and project architect.