Ferrari (RACE) is moving deeper into the digital world. The company plans to launch a new crypto token tied to its 499P endurance race car, which has won three straight Le Mans titles.
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The project is a partnership with Italian fintech firm Conio and will be limited to members of Ferrari’s Hyperclub, a private group of around 100 high-end clients. These members will be able to trade the “Token Ferrari 499P” and use it to join an auction for an actual 499P model. The token is set to debut with the start of the 2027 World Endurance Championship season.
Ferrari’s marketing chief Enrico Galliera said the goal is to strengthen the brand’s bond with its most loyal fans. He noted that the token adds a sense of belonging while opening 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, after a pullback earlier this month. In addition, the company is set to report its third-quarter earnings on November 4, 2025.
Tapping Into New Wealth
This marks Ferrari’s next step in connecting with younger tech-driven buyers. The company began accepting Bitcoin, Ethereum, and USDC for car purchases in the U.S. in 2023 and later expanded the option to Europe.
The new token fits into a broader trend among luxury names such as Louis Vuitton (LVMUY), Porsche (POAHY), and Gucci, which have all tested digital collectibles and blockchain-based experiences. These moves aim to reach a new class of wealthy consumers built on the rise of AI, startups, and data centers.
Market Context and Timing
Ferrari’s move also comes at a time when crypto prices have climbed again. Bitcoin has gained about 60% in the past year, supported by growing investor optimism and a friendlier U.S. stance toward digital assets. Still, regulators continue to warn about the risks of speculation and weak oversight.
For now, Ferrari’s token project is still in its early stages. Conio is applying for a license under the European Union’s new crypto rules, known as MiCA. Its strategist, Davide Rallo, said there is significant room for growth once approvals are in place.
Is RACE Stock a Buy?
On the Street, Ferrari boasts a Moderate Buy consensus, based on 15 analysts’ ratings. The average RACE stock price target stands at $490.78, suggesting a 20.20% upside from the current price.
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