And it looks even less impressive than we first thought.
Fiat has announced that it will be selling its cars in the Metasphere. Fiat recently launched its Metaverse store, which features the brand's flagship model: the 500 La Prima by Bocelli. Fiat currently only sells the 500X in the US, but the company promises to have its full lineup online early in 2023.
Car manufacturers are going all in on gimmicky tech trends, and while most have written the Metaverse off as a bad joke, some are taking it pretty seriously.
The new Metaverse-based store will allow customers to research, configure, and eventually buy their cars and promises to recreate the feel of a showroom floor right in the comfort of the home. The new store has been developed in collaboration with Touchcast and Microsoft and is accessible without the use of VR headsets, avatars, or any other special requirements.
"At Fiat, we are once again the front-runners in offering our customers an innovative and stress-free brand experience. In pure Fiat style, 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.
First-time users can expect to be transported directly inside a Fiat car, and once there, a Product Genius (an actual real person) will welcome users as they explore any Fiat model in full 360-degree views. Customers can even go so far as to see how the infotainment system functions and how the different EV charging modes work. Product Geniuses are available Monday to Friday from 9am to 8pm and Saturday from 10am to 6pm. As a final immersive treat, customers can drive Fiat cars on the La Pista 500, the track on the roof of the Lingotto building in Turin.
"In short, it's our way of making our customer's experience tailormade thanks to the interaction with a person and even more simple, which aligns with our social mission of meeting people's current need for a simplified life. For the first time, our customers will be able to explore and purchase the 500 La Prima by Bocelli from the comfort of their homes thanks to a human-assisted, instantaneous, realistic, and stress-free process." Francois concluded.