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Italian automotive giant Ferrari has announced a limited edition of digital tokens. These tokens will give their holders the opportunity to compete for the 499P racing car, which triumphantly finished in the legendary 24 Hours of Le Mans race.

This car is more than just a car, it's part of history, and Ferrari figured out how to sell it packaged in modern technology. The fintech company Conio, which specializes in blockchain solutions, helped them in this.

These tokens are only available to members of the Hyperclub private club, which unites about a hundred of the brand's most influential and loyal fans. Ferrari Commercial Director Enrico Gallera noted that this initiative is aimed at strengthening ties with a key audience and opens up new horizons of exclusivity.

Holders of digital assets will be able to use a specialized trading platform, where they will have access not only to exchange tokens, but also to participate in exclusive auctions. The main event will be the auction of the very 499P that brought Ferrari the triumph in the prestigious race. The platform will launch at the beginning of the 2027 season, coinciding with the start of the World Endurance Racing Championship.

It is worth noting that the company is no longer new to the world of cryptocurrencies. Since 2023, Ferrari has accepted Bitcoin, Ethereum, and USDC as payment for its cars in the United States, and later expanded this practice to European countries. At the same time, dealers do not work with crypto directly – all transactions are converted into regular money through partner services.

The release of the Ferrari token is an important step in the reinvention of luxury, where digital ownership becomes as valuable as physical ownership. This is not just an advertising stunt, but a strategic recognition of the new reality in which the cryptocurrency elite is shaping new consumer trends. The brand demonstrates its ability to adapt while maintaining its core values of exclusivity, prestige, and commitment to innovation. This will certainly set a new benchmark for the entire luxury goods market, where tokenization of unique assets will become commonplace for market leaders.