Luxury car manufacturer Ferrari is accelerating into cryptocurrency by accepting Bitcoin and other digital assets as payment for its vehicles in the United States.
Ferrari announced its intention to welcome cryptocurrency payments for its cars in the US, with plans to expand this service to the European market soon. Prospective buyers will have the option to purchase cars using Bitcoin, Ethereum, and USDC.
Ferrari’s Crypto Adoption
This step sets Ferrari apart from some major companies that have been hesitant to embrace cryptocurrencies due to their volatility and regulatory uncertainties.
Ferrari’s Chief Marketing and Commercial Officer, Enrico Galliera explained that this crypto adoption aligns with the company’s 2030 carbon neutrality target.
Galliera noted that the move was prompted by increasing market and dealer demands for cryptocurrency payment options.
It is also an effort to attract young investors with substantial cryptocurrency wealth.
Ferrari’s target audience extends beyond the younger generation, including traditional investors looking to diversify their portfolios. Galliera said:
“This will help us connect with people who are not necessarily our clients but might be able to afford a Ferrari.”
The renowned luxury automaker will introduce cryptocurrency payments in Europe by the first quarter of next year. The company also has plans to expand into other crypto-friendly regions.
Ferrari has partnered with BitPay, a BTC payment processor, to facilitate these cryptocurrency payments.
Galliera confirmed that Ferrari will not impose additional fees or surcharges for cryptocurrency transactions.
According to him, BitPay will convert the crypto payments into traditional fiat currency, thereby insulating dealers from the industry’s inherent volatility.
Meanwhile, Ferrari is not the first luxury car manufacturer to accept Bitcoin. Last year, electric vehicle (EV) giant Teslabriefly accepted the digital asset but abandoned the payment model due to environmental concerns.
The Elon Musk-led company still holds a substantial amount of BTC.
Institutional Bitcoin Adoption
While the lack of clear regulatory standards has hindered institutional adoption of the flagship digital asset, Bitcoin has seen growing acceptance among institutional entities.
Over the past year, several asset managers, including BlackRock, have filed an application for a spot BTC ETF. This trend signals a recovery from the setback caused by the record marketwide collapse of last year.
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