The luxury automaker Ferrari is looking toward the future, announcing plans to capture the attention of the “AI generation” by blending its heritage with cutting-edge technology.
The company plans to auction a version of its Le Mans-winning race car using cryptocurrency and related digital assets.
This unique auction signals a major strategic shift for Ferrari:
- Targeting New Wealth: The move is designed to appeal directly to younger, tech-savvy collectors who made their fortunes in the AI, crypto, and technology sectors.
- Digital Innovation: By using crypto and possibly Non-Fungible Tokens (NFTs), Ferrari is positioning itself as a leader in digital luxury, not just automotive engineering.
The car at the center of this event is the machine that won the legendary 24 Hours of Le Mans race. This victory ended a long drought for Ferrari at the iconic endurance event, making the car a piece of modern racing history.
The crypto auction likely involves selling a digital twin of the car, or a fractional ownership stake, along with the physical vehicle itself. This approach merges the exclusivity of the real world with the decentralized, digital world of crypto.
