Ferrari, the legendary luxury automaker, is set to transform its auction strategy by incorporating artificial intelligence (AI) and cryptocurrency for an exclusive Le Mans car auction, while also launching a digital token for elite clients. The initiative, announced with a focus on engaging younger, tech-savvy buyers, blends Ferrari's rich racing heritage with cutting-edge digital innovations.
In the upcoming Le Mans car auction, AI will personalize the bidding process by analyzing real-time trends and preferences, creating a dynamic and tailored experience for participants. Ferrari's CEO Benedetto Vigna highlighted, "We want to bring a unique and futuristic approach to the auction experience. By using AI and crypto, we aim to meet the evolving preferences of a new generation of buyers." Cryptocurrency will be accepted as a payment method, expanding accessibility for global buyers who prefer digital assets.
Additionally, Ferrari is introducing "Token Ferrari 499P," a limited digital asset available exclusively to 100 members of its invite-only Hyperclub. This token grants access to bid on a Le Mans-winning Ferrari 499P endurance model, with the auction timed to align with the 2027 World Endurance Championship season. The token is being developed in collaboration with Conio, an Italian fintech firm, and is undergoing regulatory approval under the European Union's Markets in Crypto-Assets (MiCA) framework to ensure compliance.
This move builds on Ferrari's existing crypto adoption, which began in 2023 with the acceptance of Bitcoin, Ethereum, and USDC for car purchases in the U.S., and was extended to Europe in 2024. Enrico Galliera, Ferrari's Chief Marketing and Commercial Officer, stated that the strategy aims to bridge tradition and innovation, targeting tech-forward luxury consumers while reinforcing loyalty among elite clients through blockchain-powered exclusivity.
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