Ferrari Customers Are Way More Gullible Than I Thought

Gosh, remember NFTs? They were all the rage about three to four years ago, with parts of the internet declaring non-fungible tokens as the Next Big Thing in the internet universe, a la Bitcoin.

In the simplest terms, NFTs are like digital collector’s items. It’s a unique digital identifier that’s recorded on a blockchain—a type of digital recording system that sits on the internet—that assigns ownership to someone. It’s used to certify ownership or authenticity. NFTs can be stuff like music, artwork, or in-game upgrades, just to name a few examples.

While some argue there are practical uses for NFTs (event tickets, identification, certifications like degrees or qualifications, etc.), the tech never really caught on in the mainstream. The last I heard of NFTs was when Hyundai allowed one of its Santa Cruz-themed NFTs to be traded in for a real Santa Cruz.

Although the NFT world is well and truly past its peak, that’s not stopping Ferrari. Back in 2022, it signed a deal with Swiss blockchain company Velas, but never publicly launched any products. Now, in the year of our lord 2025, the company has revealed an NFT called the F76. It’s a digital asset that takes the form of a concept car, its name paying tribute to Ferrari’s first Le Mans win in 1949, 76 years ago. Here’s how the company explains it:

The F76 is not a production car, but a pioneering virtual project that combines Ferrari’s racing tradition with the innovation of generative design and digital technologies, opening a new frontier in the brand experience. Designed for clients of the exclusive Hyperclub programme, the F76 is one of the digital assets of the initiative created by the Maranello-based company to support the 499P competing at Le Mans and in the World Endurance Championship, allowing clients to experience this journey alongside the official team.

The Hyperclub Programme is Ferrari’s club of ultra-high-net-worth clients. Being part of this club allows you to buy an F76-themed NFT for yourself, as well as exclusive access to Ferrari’s efforts at the 24 Hours of Le Mans. Ferrari goes on to explain that NFTs related to the F76 were “released as exclusive drops over the three years of the Hyperclub Programme,” meaning this thing isn’t exactly new, which sort of explains why it exists at all—Ferrari privately launching an NFT in 2022 to a small group of clients seems far more plausible than launching one in 2025.

It’s a shame the F76 isn’t a real car, or even a real, physical concept, because it’s painfully cool. I love the double-blade front end and boxed fenders, plus there’s a “double fuselage” to isolate both occupants, with each getting their own steering wheel. Ferrari says the car is meant to influence future production cars, which I’m totally down for.

Unlike most dual-wheeled cars, where one person acts as the driver, Ferrari says both drivers will be able to experience how the car performs at the same time:

The interior is designed to enhance the shared driving experience: two separate cockpits, utilising drive-by-wire technology, synchronise every driving component, from the steering wheel to the pedals, allowing both occupants to experience and share sensations in real time, elevating both the emotional and technical participation in the driving experience.

How that’d work in real life, I’m not so sure. If one person hits the brake while the other is still on the throttle, who gets priority? What if I want to take that corner a little tighter than my passenger? Alas, these are mysteries we’ll never have the answer to, as the car isn’t a real, physical thing.

It’s unclear how much an F76 NFT costs, but knowing Ferrari, they probably weren’t cheap. I am curious to know whether the company had any trouble selling them to customers, considering the widespread unpopularity of NFTs. Chevrolet’s Corvette NFT famously failed to sell at auction back in 2022 when no bids were placed, even though it came with a free Z06. Knowing Ferrari, it likely angled this product as a unique opportunity for a select few customers, which is something you can only do if you have the brand cachet of Ferrari.

This NFT isn’t a one-and-done thing for the prancing horse. The company plans to lean into the tech on the more practical side of things for more secure transactions:

In partnership with Conio, an Italian fin-tech company at the forefront of Real World Asset (RWA) custody and tokenisation, Ferrari will, for the first time, harness blockchain technology to enhance the exclusive experience for members of this prestigious programme. The digital wallet developed by Conio is the key element of this innovation and will be directly integrated into the MyFerrari app. Built on Conio’s proprietary technological infrastructure, the wallet enables secure token storage through a multi-signature system and advanced cryptographic protection protocols. For Hyperclub members, this translates into the highest level of security for managing their digital assets, along with complete freedom and flexibility to interact with them in an exclusive, transparent, and EU-compliant environment, elevating the concepts of ownership and participation to new heights.

Is all of this stuff necessary? Probably not. But for those obsessed with tech, it could provide them with some peace of mind. Personally, I’ll stick to in-person signatures for my multi-million-dollar Ferrari purchases (which I make a few times a year, of course).

Top graphic image: Ferrari