Fiat, an Italian automobile manufacturer, has collaborated with Microsoft and Touchcast to offer its first metaverse experience.
The project entails the creation of the world’s first virtual car showroom to exhibit Fiat’s flagship model, the New 500 La Prima by Bocelli.
Users must schedule an appointment to enter the virtual space, and once inside, they are welcomed by FIAT’s Product Genius – a real person – who is available in real-time to answer any questions they may have.
The virtual showroom allows users to tour the car in 360-degree views and learn about its technology, electric mobility, recharging, and other New 500-related information.
Clients can also personalize the car by choosing its color, interiors, and any other desired feature in addition to purchasing it straight from the metaverse.
Although the Fiat Metaverse Store now only has the New 500, it will have a variety of models by the first semester of 2023.
“In pure FIAT style, the FIAT Metaverse Store is the first of its kind in the automotive sector. It is a magical experience: an immersive human-driven journey into the world of FIAT. Simple and user-friendly, pursuing the idea of “tech it easy”, and accessible for everyone, thanks to its technology,” said Olivier Francois, FIAT CEO and Global Stellantis CMO.
The Fiat’s debut into the metaverse highlights the company’s objective of recreating the atmosphere of a showroom from the comfort of one’s own home, increasing the brand experience, and minimizing the stress associated with purchasing a new car.
A mission that appears to be shared by other automakers as well. Porsche recently announced a new NFT initiative in which holders would actively participate in the final design of their own digital car artworks. A few days ago, BMW filed trademark applications to enter the metaverse and NFT space.