Ferrari, the Italian luxury automaker, now allows customers to pay for its high-end sports cars with cryptocurrencies in the United States. The decision comes from a growing demand from clients and will soon extend to Europe. The announcement also represents a striking divergence in the stance of most blue-chip companies, which have largely remained skeptical of cryptocurrencies.
In a Reuters report, Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer, provided insights on the new move. Galliera highlighted that this isn’t just a flashy stunt. Rather, the decision came in response to genuine market demand. Many Ferrari clients have heavily invested in cryptocurrencies. Galliera said, “Some are young investors building fortunes in the crypto world. Others are traditional investors looking to diversify their portfolios.”
Moreover, Ferrari partnered with BitPay, one of the most prominent cryptocurrency payment processors, for the initial U.S. phase. This allows transactions in Bitcoin, ether, and USDC. According to Galliera, the payment method comes with no hidden costs. “Prices will not change, no fees, no surcharges if you pay through cryptocurrencies,” he affirmed. Additionally, BitPay will convert these digital payments into traditional currency, safeguarding Ferrari’s dealers from the notorious volatility of crypto markets.
The transition to crypto payments isn’t just about embracing new forms of capital; it’s also about security. BitPay will rigorously verify the legitimacy of the digital currencies to ensure that all transactions are above board, quelling concerns about the possible illicit source of these crypto assets.
Eyes on international expansion
Galliera revealed that Ferrari plans to extend this payment facility to Europe in the first quarter of next year. This is significant because Europe, the Middle East, and Africa account for nearly half of Ferrari’s total shipments. “Interest is consistent in the U.S. and Europe. We don’t see notable differences,” he said. Consequently, Ferrari aims to expand this service to other regions where cryptocurrencies are legally accepted.
The Italian luxury car brand has a robust order book, fully booked until 2025. While some may question the need for additional payment options, Galliera views this as an opportunity to test a growing market. “This will help us connect to people who might afford a Ferrari but are not necessarily our current clients,” he explained. Additionally, this move places Ferrari among the pioneering corporations venturing into the evolving cryptocurrency sphere.
While companies like Tesla have previously dabbled in accepting crypto, only to backtrack later, Ferrari seems to be going the full distance by incorporating it into its long-term business strategy.
