Ferrari tests tokenised auction concept to court crypto-native buyers

A European luxury automaker outlined a plan to pilot a tokenised auction tied to a Le Mans-winning hypercar, targeting crypto-affluent collectors and younger buyers. The concept blends high-value memorabilia with blockchain-based bidding and settlement, part of a broader digital strategy to reach tech-rich clientele. Key markers for success include issuance terms, custody, KYC, and secondary-market liquidity. The trial will indicate whether premium brands can sustainably merge digital asset rails with traditional auction houses without compromising compliance across jurisdictions.