Luxury brands entering the NFT space are always interesting to watch.
One the one hand, they have this precious baggage of heritage and brand identity they need to conserve, and on the other, they must follow the trends to stay relevant.
It looks like the luxury cars sector has made its choice.
🚘 Rolls-Royce celebrated its Black Badge customization offering with a one-off NFT piece last October.
🏎️ Ferrari has partnered with a Swiss tech firm Velas to issue a series of NFTs (expected in March, just in time for the Formula 1). Ferrari’s CEO also mentioned the company’s interest for the blockchain, Web3 and NFTs during the earnings call last week.
🚗 Lamborghini joined the party most recently, announcing its first NFT release: a series of digital artworks created in collaboration with a Swiss artist Fabian Oefner.
Great tool for engaging with clients and (another) way of monetising brand notoriety, NFTs now have a luxury backing.