Ferrari shifts gears into crypto auctioning its Le Mans legend as an NFT
Published on Oct 29, 2025 at 3:31 PM (UTC+4)
by Keelin McNamara
Last updated on Oct 29, 2025 at 9:12 PM (UTC+4)
Edited by
Emma Matthews
Ferrari has officially shifted gears into the world of crypto.
The legendary brand has been clear about focusing on younger customers.
And it now appears to have taken a big step towards that market.
Because it is auctioning its Le Mans legend through a Non-Fungible Token, or NFT, sale.
DISCOVER SBX CARS: The global premium car auction platform powered by Supercar Blondie
Ferrari launches NFT scheme for Le Mans legend
Ferrari has just launched a new scheme – and it is very interesting.
It has been launched to further endear the supercar brand to newer buyers.
Marque CEO Benedetto Vigna has focused on two changes since taking charge of Ferrari.
The first has been a willingness to evolve towards the EV trend.
And the other has been an acute awareness of the younger segment of Ferrari’s customer base.
To that end, the iconic brand has launched a fascinating new initiative.
It is now stepping into the world of the NFT.
Ferrari is now tapping into crypto markets and tech-rich younger buyers.
And now, the brand’s wealthiest clients will be able to purchase a new digital token.
Purchasing said digital token will enter buyers into an auction for a Le Mans legend.
The car in question is the Ferrari 499P – the endurance car that won three straight Le Mans titles.
Italian marque moves towards younger buyers
This is the latest move for the brand trying to get ahead in the modern world.
Back in 2023, the brand began accepting Bitcoin, Ethereum, and USDC for car purchases in the US.
It has now begun accepting cryptocurrency for purchases in Europe, too.
Ferrari is working with Italian fintech Conio to launch the ‘Token Ferrari 499P’ for members of its Hyperclub.
This group includes 100 of its most exclusive clients with a passion for endurance races to trade the NFTs among themselves and bid on the Le Mans legend.
As Chief Marketing and Commercial Officer, Enrico Galliera, told Reuters:
“This is about strengthening the sense of belonging among our most loyal customers.”
But the new NFT is still going to take time to develop and implement, as Conio is applying for a licence under the European Union’s new crypto regulation.
What do you think of the Italian marque’s plans to launch an NFT auction for the Le Mans legend?
Keelin McNamara is a content writer at Supercar Blondie from Ireland, covering cars, technology, and lifestyle. Despite being a Law graduate, he discovered his passion for journalism during the COVID-19 pandemic, and has worked in the industry ever since. Outside of work, he is an avid MotoGP fan, and is a self-confessed addict of the sport.
