Ferrari has signed a multi-year contract with Velas, a Swiss tech firm, to sell exclusive digital collectibles known as NFTs (non-fungible tokens) for its fan base starting March 2022.

This significant step in Ferrari's new brand strategy comes a few days after Ferrari appointed technology industry master Benedetto Vigna as its new CEO.

Ferrari shocked the tech community with the appointment of technology industry master Benedetto Vigna as its CEO; it’s the first time in recent history that a technologist has taken over the management of Ferrari.

Building this FUV will be a significant move for Ferrari that will open a new segment for the company in the car market to attract new customers seeking an ultra-luxury, high-performance SUV.

Formula 1 serves as the most important way of communicating and marketing the brand. The value of a Ferrari rises and falls with its communication.

Does F1 need Ferrari more than Ferrari needs F1?