Ferrari is broadening its digital currency capabilities by rolling out a crypto payment system to its European dealerships. Many of these dealers have already adopted or are in the process of adopting this innovative payment method, enhancing their traditional payment options.
This expansion into Europe follows the successful launch of Ferrari’s crypto payment system in the United States in October 2023. Ferrari initially partnered with BitPay, a leading digital asset payment provider, to enable crypto transactions in the US, marking the company’s first step into accepting cryptocurrencies.
In a conversation with Reuters, Ferrari’s Chief Marketing and Commercial Officer, Enrico Galliera, explained the strategy behind this move. Galliera noted that the goal is to attract younger investors who have amassed considerable wealth through cryptocurrencies. He added that this approach allows Ferrari to reach potential customers who might not currently be engaged with the brand but could become buyers in the future.
By integrating cryptocurrency payments, Ferrari is not only updating its payment infrastructure but also targeting a new demographic of affluent individuals. This strategic move positions Ferrari at the forefront of technological innovation in the luxury car market, providing greater flexibility and convenience to its global customers.
