FIAT Opens Metaverse Store in Italy

FIAT Metaverse Store, the world’s first metaverse-powered showroom, a revolution in customer experience.

Shopping online is new normal and during the lockdown periods of the past two years, many companies stepped up their online business activities as their physical retail outlets were forced to close. While there was already a trend starting towards increased online stores selling by car companies, the pandemic accelerated things in order for brands to remain accessible to customers.

Virtually every brand has an online showroom which mainly provides information on the latest models and if a customer is ready to make a purchase, the process can be started online as well. However, in some countries, physical presence is still required to complete the transaction as documents need to be officially signed.

Now Fiat has come out with what it says is the world’s first metaverse-powered store, taking the digital experience to a more advanced level. Starting off in Italy, the Fiat Metaverse Store provides a more sophisticated ‘shopping experience’ and there’s a real FIAT expert – called a FIAT Product Genius – on hand to answer questions.

Visitors to the Fiat Metaverse Store can take a virtual drive around the test-track on top of the Fiat factory in Turin. Built in the 1920s, the factory operated until the late 1970s. It was used for action scenes in the original version of the movie

Unlike other online stores which are usually ‘open 24/7’, the Fiat Metaverse Store has specific ‘working hours’ – 9 am to 8 pm on weekdays, and 10 am to 6 pm on Saturdays. The Product Genius also needs to rest and have his day off!

Initially, the Fiat Metaverse Store has only the New 500 La Prima by Bocelli on display but by the end of the month, the entire New 500 range will be available. More models will be added during 2023 and the concept will be progressively introduced for other markets.

The FIAT Metaverse Store has been developed in collaboration with Touchcast and Microsoft. Touchcast’s Metaverse-as-a-Service platform is built on the Microsoft Cloud, and provides customers with access to the metaverse which is the synthesis of digital and physical into an immersive experience.

FIAT making customer’s experience tailor-made with 3 STEPS

Enter the new FIAT Metaverse Store and Product Geniuses guide you in a new configuration and purchase experience.

  1. Configure your new 500 La Prima by Bocelli
  2. Discover its features
  3. Buy it online