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Fiat deploys its first car showroom in the metaverse

by Tim

Fiat, through its parent company Stellantis, has just deployed a metaverse dedicated to its vehicles. More than a simple three-dimensional exhibition, the Italian manufacturer wants to promote its models through an immersive virtual experience

Fiat rolls out its first shop in the metaverse

The Stellantis group, parent company of the Fiat car company, has just deployed its first shop experience in the metaverse.

The Italian carmaker wants to dedicate its virtual space to the display of its different car models to offer a new experience to its customers.

Developed in collaboration with Touchcast and Microsoft, this space allows customers to observe the interior and exterior of the cars on display in three dimensions from their own homes.

In addition, they can change the colour of the vehicle, vary the interior styles, or obtain technical information.

In addition, the presence of a virtual advisor, attached to a real person, gives customers the opportunity to ask their questions while improving the commercial efficiency of the experience.

Fiat's virtual showroom, with showroom model and advisor

Fiat’s virtual showroom, with showroom model and advisor


As this metaverse is primarily designed as a sales area, it must be accessible to as many people as possible with our everyday technologies. As a result, no virtual reality equipment or specialised devices are required to participate in the experience

Maintaining human relationships through digital technology

While the metaverse is gradually penetrating different areas of activity, the uses developed in this sector are still in their infancy.

However, for Olivier François, CEO of Fiat and head of marketing at Stellantis, the metaverse is an effective alternative for making initial contact between the customer, the product and the brand.

Moreover, the presence of the advisor in the virtual space is essential to guide customers through the experience, adapt the products to their needs, and thus obtain a higher conversion rate, as Oliver François points out:

“In short, it’s our way of making the customer experience personalized through interaction with a person, which aligns with our social mission to meet the current need of people for a better life. “

However, this metaverse is not intended to replace dealerships: the virtual customer experience is complemented by a physical appointment at a dealership to test drive the vehicle.

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