Fiat will use the Metaverse to sell its cars in America

The Metaverse, an immersive 3D world that represents a combination of virtual reality (VR) and augmented reality (AR), will soon be a digital space where Fiat sells its cars to North American customers.

The company’s Fiat Metaverse Store made its North American debut today at the CES show.

Fiat is already using the technology in Europe. It was launched in Italy in December 2022. In this shop customers can research, configure and buy the Fiat 500 La Prima from Bocelli. Live Fiat Product Geniuses (customer service representatives) are available to customers.

The Italian automaker, part of the Stellantis Group, sees the Metaverse Store as a “key pillar” for the launch of the new all-electric Fiat 500e in North America in 2024, according to a company press release.

The reason for the Metaverse sales component is the company’s intention to reinvent the customer journey by “creating an alternative car shopping experience,” according to a press release.

The COVID-19 pandemic has spurred many automakers’ digital sales plans. Now customers can buy a vehicle, complete a build, reserve their space, find financing, arrange a test drive and do much of the final paperwork for a new car online without ever setting foot in a dealership.

Fiat 500e Metaverse Store CES 2023
The interior of the Fiat 500e, pictured in the Metaverse Store.
Stellantis

To access the Fiat Metaverse Store, customers can use a smartphone, tablet or computer. A VR headset or additional hardware is not required.

Fiat isn’t the first company to want to use the Metaverse. Big brands have already come on board, including Microsoft, Apple, Nike and Coca-Cola.

Other automakers have also dipped their toes in the Metaverse’s waters. BMW launched the iX1 metaverse to help people discover their new electric SUV. Nissan, Toyota and Hyundai have all made plans to take advantage of the new digital domain.

In November, the company announced it would bring the Fiat 500e to the US as part of its electrification strategy. The 500e is only sold as a battery electric vehicle (BEV).

Currently the only Fiat sold in America is the Fiat 500X, a four-door sedan. It’s sold in five grades and ranges in price from $27,965 to $33,945 before shipping and taxes are factored in.

Fiat sold just 915 new vehicles in the US last year. Of these, 875 were for the 500X model. Most of the others were Spiders, a convertible based on the Mazda MX-5 Miata. That figure represents a 61 percent drop in sales from 2021 numbers.

https://www.newsweek.com/fiat-will-use-metaverse-sell-its-cars-america-1771412 Fiat will use the Metaverse to sell its cars in America

Rick Schindler

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