Ferrari is preparing to integrate AI and crypto in its upcoming Le Mans car auction, signaling a major step into digital innovation for the luxury automaker.
The company plans to launch a new cryptocurrency token in partnership with Italian fintech firm Conio. The token will allow select members of Ferrari’s Hyperclub, a community of 100 elite clients, to bid for the exclusive Ferrari 499P — the endurance car that secured three consecutive Le Mans victories.
“This is about strengthening the sense of belonging among our most loyal customers,” said Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer.
Reuters reports that the project will debut alongside the 2027 World Endurance Championship season. Conio, which is seeking approval under the European Union’s crypto regulations, described the collaboration as a milestone for financial and technological innovation.
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“The potential for development is enormous,” said Davide Rallo, Conio’s Chief Fintech Strategist.
Ferrari CEO Benedetto Vigna said the integration of AI will personalise and streamline the bidding experience. “By using AI and crypto, we aim to meet the evolving preferences of a new generation of buyers,” he said.
The initiative reflects Ferrari’s strategy to connect with younger, tech-oriented enthusiasts while preserving its legendary racing heritage. By combining tradition with cutting-edge technology, Ferrari aims to stay at the forefront of the high-performance automotive market.