
Ferrari isn’t exactly known for chasing every financial fad. The company has built its reputation on engines that roar, design lines that stop you in your tracks, and a heritage stretching back decades. Yet here it is, letting customers hand over Ethereum for a brand-new supercar.
It’s not just a gimmick. It’s a quiet acknowledgment that the people who buy Ferraris today don’t all bank the way they did twenty years ago.
What’s Driving the Decision?
This wasn’t a “let’s try it for fun” experiment. The roll-out began in the United States, with Europe and other regions in the queue. Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer, says the idea came directly from their clients. More than a few own crypto portfolios and prefer to move large sums without touching traditional bank transfers.
For Ferrari, ignoring that preference would mean ignoring a slice of its future customer base. And when your brand’s value is tied to exclusivity and personal service, listening pays. As Ferrari accepts Cryptocurrency payments to European Dealers
The Buying Process — Not as Sci-Fi as It Sounds

Paying for a $400,000 machine in ETH might sound like something out of a near-future drama, but in reality it’s fairly tidy thanks to Ferrari’s partnership with BitPay.
- The Dealer’s Offer – Price is calculated in local currency, then converted to an exact amount of Ethereum at the current exchange rate.
- The Wallet Step – You, the buyer, scan a QR code or plug in details from your crypto wallet, approve the transaction, and send.
- The Safety Net – BitPay instantly swaps your ETH for fiat, shielding the dealer from crypto’s infamous price swings.
- The Final Transfer – Fiat lands in the dealer’s account, same as if you’d written a check.
Ferrari never holds crypto on its books, which is clever—it takes the flexibility without inheriting the volatility headache.
The Small Print Buyers Shouldn’t Ignore
- Taxes – In many countries, spending crypto is a taxable event. If your ETH has gained value since you bought it, you might owe capital gains tax.
- Fees – Ferrari’s not tacking on extras, but Ethereum’s network fees can spike unexpectedly.
- Compliance – BitPay runs AML and KYC checks, so you’ll need to show where the funds came from. No exceptions.
Why It’s More Than a Payment Option
This is bigger than a few sales. Ferrari’s move tells the market that even the most tradition-heavy brands can adjust to new ways of doing business. And once a brand like Ferrari crosses that line, others tend to follow.
Luxury has always been about rarity and prestige. Now, it’s also about meeting customers in the financial ecosystems they prefer. In a sense, Ferrari hasn’t abandoned its heritage at all—it’s just learned how to shift gears for a different road.
hi