Ferrari (RACE) is moving deeper into the digital world. The company plans to launch a new crypto token tied to its 499P endurance racing car, which won three consecutive Le Mans titles.
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The project is a partnership with Italian fintech company Conio and will be limited to members of Ferrari’s Hyperclub, a private group of around 100 high-end customers. These members will be able to redeem the “Ferrari 499P Token” and use it to participate in an auction of a real 499P model. The token is expected to debut with the start of the 2027 World Endurance Championship season.
Ferrari marketing director Enrico Galliera said the aim was to strengthen the brand’s ties with its most loyal fans. He noted that the token adds a sense of belonging while opening up new ways to engage with Ferrari’s heritage and innovation.
Meanwhile, RACE shares rose 1.36% on Friday, closing at $408.31. However, shares are down about 3.16% year to date, following a pullback earlier this month. Additionally, the company is expected to report its third quarter results on November 4, 2025.
Exploit new wealth
This marks Ferrari’s next step in connecting with younger, tech-focused buyers. The company began accepting Bitcoin, Ethereum, and USDC for car purchases in the United States in 2023, then expanded this option to Europe.
The new token is part of a broader trend among luxury names such as Louis Vuitton (LVMUY), Porsche (POAHY), and Gucci, all of which have been testing digital collectibles and blockchain-based experiences. These measures aim to reach a new class of wealthy consumers, built on the rise of AI, startups and data centers.
Market Context and Timeline
Ferrari’s decision also comes at a time when cryptocurrency prices have risen again. Bitcoin has gained about 60% over the past year, buoyed by growing investor optimism and a more favorable U.S. stance toward digital assets. Regulators nevertheless continue to warn of the risks of speculation and weak supervision.
For now, Ferrari’s symbolic project is only just beginning. Conio is applying for a license under the European Union’s new crypto rules, known as MiCA. Its strategist, Davide Rallo, said there would be significant room for growth once approvals were obtained.
Is RACE Stock a Buy?
On the Street, Ferrari has a Moderate Buy consensus, based on ratings from 15 analysts. The average price target for RACE stock stands at $490.78, suggesting an upside of 20.20% from the current price.
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