Fiat, a car brand owned by Stellantis, has launched its first metaverse-based store, which the company says is the first such showroom. Developed with technologies provided by Touchcast and Microsoft, the experience aims to make the virtual process of examining a car more interactive.
Fiat presents a store based on Metaverse
Fiat, a car brand belonging to one of the world’s ten largest car manufacturers, Stellantis, has just opened a store based on Metaverse, its first virtual metaverse. The company will allow customers to live the experience they want inside and outside of one of its models, the New 500 La Prima from Bocelli, through a virtual simulation of the model.
The showroom will allow users to examine the car through a 360-degree view of the model and test drive the systems and infotainment package offered by the company on this vehicle. Customers will also be able to change the appearance and equipment of the car depending on the selected version and options, and even drive the vehicle on a virtual track.
Olivier Francois, CEO of Fiat and Global Stellantis CMO, emphasized the importance of this type of experience for the development of the brand. He stated:
Fiat’s metaverse store is the first of its kind in the automotive sector. It is a magical experience: an immersive and human journey into the world of Fiat. Simple and user-friendly, it pursues the idea of ”tech it easy” and is accessible to everyone.
To produce this experience, the company used the Touchcast platform, which relies on the Microsoft Cloud as the backbone to deliver a headset-free metaverse experience.
Human assistance and expansion of programs
Other companies have also experimented with such programs to expand the reach of their products far beyond what retail car dealers can do. However, Fiat differs from other brands by allowing customers to be accompanied by what it calls a “product genius”, a real person who will be able to answer any questions that the potential buyer will have about the vehicle’s capabilities and the details relating to. the sales process.
This has a downside, which is that the metaverse showroom works like a real showroom and is not available 24/7 for customers.
The brand plans to increase the number of available models in the showroom by the end of 2022 and to offer more vehicles in the metaverse showroom during the first half of 2023. Stellantis did not say whether this technology will be extended to other brands of the company.
Other car companies also use the metaverse in their operations. Renault is using an industrial metaverse to optimize its production with the goal of saving $330 million by 2025. In September, Ford filed 19 trademark applications to protect and develop its brand image in the metaverse.