Ferrari is diving deeper into the digital world by launching its own cryptocurrency. The luxury carmaker plans to release a new crypto token tied to its iconic 499P endurance race car, the same model that has won three straight Le Mans races. This move is part of Ferrari’s effort to connect more closely with its most loyal and high-value customers.

The project is being developed in partnership with Italian fintech company Conio. The new token, called “Token Ferrari 499P,” will be available exclusively to members of Ferrari’s Hyperclub—a private group of around 100 top-tier clients. These members will be able to trade the token and even use it to bid in an auction for a real 499P race car. The token is expected to launch at the beginning of the 2027 World Endurance Championship season.

Ferrari’s Chief Marketing Officer, Enrico Galliera, said that this initiative is about building a stronger relationship with Ferrari’s biggest fans. The token will give them a new way to feel connected to the brand, combining tradition with innovation through digital technology.

On the stock side, Ferrari (ticker: RACE) saw its shares rise by 1.36% on Friday, closing at $408.31. However, the stock is still down about 3.16% for the year due to a dip earlier this month. Investors are keeping an eye on the company’s third-quarter earnings report, scheduled for November 4, 2025.

This move into crypto is part of Ferrari’s broader strategy to attract younger, tech-savvy buyers. Back in 2023, Ferrari started accepting cryptocurrencies like Bitcoin, Ethereum, and USDC for car purchases in the U.S., later expanding the option to European markets.

Ferrari is following a trend seen across other luxury brands like Louis Vuitton, Porsche, and Gucci. These companies are also experimenting with digital collectibles and blockchain experiences to appeal to a new wave of wealthy consumers—many of whom are involved in tech startups, AI, and data-driven industries.

The timing of Ferrari’s crypto push lines up with a strong rebound in digital asset prices. Bitcoin has surged nearly 60% over the past year thanks to growing optimism and a more favorable stance from U.S. regulators. That said, there are still warnings from authorities about the risks of investing in crypto, especially due to lack of regulation.

For now, the Ferrari token is still in development. Conio is currently applying for a license under the EU’s new crypto rules, known as MiCA (Markets in Crypto-Assets). Davide Rallo, a strategist at Conio, said that once approvals come through, there’s big potential for growth in this space.

As for investors, Ferrari stock has a “Moderate Buy” rating from Wall Street analysts. Out of 15 expert ratings, the average price target for RACE stock is $490.78—which suggests about a 20% upside from where it stands today.

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