Ferrari's EV-Blockchain Hybrid: Reclaiming Luxury in a Disrupted Auto Era

Ferrari NV (NYSE: RACE) is accelerating its push into electric vehicles and digital innovation, unveiling a high-performance EV battery partnership with SK On and launching a tokenized auction for its legendary 499P race car. The Italian automaker, known for its exclusivity and technological prowess, is positioning itself at the intersection of luxury, sustainability, and blockchain technology.

The company's first high-performance electric vehicle (EV), expected in 2026, will feature SK On's high-nickel batteries, capable of a 530 km range per charge. The battery design integrates with the car's chassis to enhance structural strength and shock absorption, a collaboration detailed in closed-door talks between Ferrari CEO Benedetto Vigna and SK On CEO Lee Seok-hee. This partnership aligns with Ferrari's strategy to supply high-tech batteries to premium EVs, countering industry-wide electric vehicle "catharsis" and shifting focus from cost-driven Chinese competitors, as reported.

Simultaneously, Ferrari is leveraging blockchain to expand its Hyperclub, an elite group of 100 clients, through a tokenized auction for the Le Mans-winning 499P. The initiative, developed with fintech firm Conio, will debut in 2027 alongside the World Endurance Championship season. Token holders will bid on the 499P via smart contracts, with crypto payments accepted in Bitcoin, Ethereum, and USDC, as Ferrari taps into a growing digital wealth pool driven by crypto millionaires that surged 40% in 2025.

Ferrari's branding efforts also extend to toy collectibles. Mattel's Hot Wheels collection has expanded its Formula 1 lineup to include all 10 teams, including Ferrari's 2025 livery. The 1:64 scale models, available in premium and core lines, reflect Ferrari's broader appeal beyond automotive enthusiasts. Meanwhile, the automaker's share buyback program, part of a €2 billion initiative, saw €17.5 million spent in October 2025, with 51,100 shares repurchased, according to the buyback report.

The moves come as the EV market faces headwinds. Porsche AG reported a 99% drop in operating profit in 2025 due to overinvestment in electric cars, U.S. tariffs, and weak Chinese sales. Porsche's struggles highlight the risks of rapid EV transitions, contrasting with Ferrari's measured approach of blending EVs with internal combustion engines and leveraging digital assets.

Ferrari's strategy underscores its dual focus on preserving heritage while embracing innovation. By targeting both the AI/crypto generation and traditional collectors, the company aims to maintain its premium pricing and exclusivity in a shifting market. As CEO Vigna noted, "The future of luxury is not just about performance-it's about redefining ownership and experience through technology."