Ferrari N.V. launches AI-driven crypto auction for Le Mans car as generative-art meets collector-car market

Luxury-car maker Ferrari N.V. is staging a distinctive auction of a Le Mans-vintage car where the winning bidder will receive an AI-generated version of the vehicle as an NFT, alongside physical delivery. The company says the blend of generative-AI art, crypto-tokens and high-end collectibles is part of its experiential-luxury strategy and digital-asset engagement with younger customers. Analysts say it’s a novel intersection of luxury branding, generative design and tokenisation — although regulatory, ownership and valuation questions remain for such hybrid offerings. The move signals increased experimentation by premium brands in AI + crypto spaces.