FIAT opens the world’s first metaverse showroom for automobiles, showcases the new 500 La Prima by Bocelli

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In Brief

FIAT opens a Metaverse Store and showroom and debuts with the new 500 La Prima by Bocelli.

Customers can explore, customize, and buy a car in the FIAT Metaverse Store.


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fiat metaverse
Source: FIAT

Italian automobile manufacturer Fiat opens a Metaverse Store in its home country, offering test drives of its flagship model, the new 500 La Prima by Bocelli. With the digital initiative, Fiat aims to revolutionize customer service and offer an end-to-end sales experience. 

Fiat collaborated with the metaverse company Touchcast and Microsoft to provide a “human-assisted, instantaneous, realistic, and stress-free process” of buying an automobile. The digital store also has a Fiat Product Genius, a real person who works in real-time and answers customer inquiries.

The Fiat Metaverse Store doesn’t require customers to use VR devices or other hardware. To make the immersive experience possible, the automobile brand used Touchcast’s Metaverse-as-a-Service built on the Microsoft Cloud.

Users can access the Fiat Metaverse Store and be guided in three steps: first, by configuring the new 500 La Prima by Bocelli; second, by discovering its features; and ultimately, by purchasing the car online.

The Product Genius invites the customer into the store and shows them the car through 360-degree views. The assistant also educates the customer about the car’s technology; answers all the questions about electric mobility, recharging, and the contents of the new Fiat 500 La Prima by Bocelli.

Customers can take a close look at the different driving and EV charging modes and customize the car by choosing its color, interiors, and other features. Finally, they can also recreate a driving experience on La Pista 500, the iconic 28-meter-high track with more than 40,000 plants of more than 300 different species. It stands on the roof of the Lingotto building in Turin.

Currently, the new Fiat 500 is the only car available at the Fiat Metaverse Store. However, the company plans to expand to the entire 500 lineup by the end of 2022. At the beginning of 2023, the entire Fiat product range will be available in the metaverse store.

The Product Genius is available from Monday to Friday from 9 a.m. to 8 p.m. and Saturday from 10 a.m. to 6 p.m.

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Agne Cimermanaite

Agne is a journalist and writer with a background in literature, culture, and arts. She entered the Web3 space in 2021 and began writing about cryptocurrency and NFTs. Agne is passionate about technology and storytelling and is always on the lookout for exciting stories.

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