10 years ago, could you imagine the technology and advancements in the world have today? Can you compare our world we live in now to the one 10 years ago, maybe even 5 years ago? As technology is evolving at a fast pace, the word Metaverse comes around more often. In the future, metaverse will for sure impact every industry and the same goes for automobile industry. As the line between virtual and physical worlds interconnects in the metaverse, there is increase in convergence in the car industry.
Current and future automobile industry:
Recently, there is a higher investment demand toward realization of automobile metaverse. Non-fungible token (NFT) has reached over 400 million dollars of investments in a very short period. Global metaverse industry is expected to reach over 250 billion US dollars by 2025.
Still the question stays: How will this market change affect the automobile industry?
The projected metaverse will impact all aspects of the transportation value chain. The customer engagement will be much more meaningful, integration will be closer and partnerships with suppliers more seamless.
The goal was to create an interactive holographic windscreen. But not only that, the goal also included 3D virtual stores. Nevertheless, this is just the beginning because it will only allow better information and customer experience.
Metaverse will lead to shorter development cycles along with higher quality of cars. Also, the metaverse technology will also change car engineering. Hardware is going to be built the same way as software. So, product portfolio will not be fixed with frequent modifications. Early metaverse adopters will be able to capitalize on all new opportunities if they take advantage of metaverse on time.
Is metaverse really happening in the car industry?
First, let us take a look at a recent example of how the car industry is embracing the metaverse. Nissan Ariya is introduced to the metaverse through electrified British Art. This is a whole new way to explore the car, because it connects five different digital artists from various UK cities. The idea is to promote new Nissan Electric car with a completely new concept.
Recent TV campaign of New Nissan Ariya was only the beginning of the new automobile metaverse. The team wanted to take it even another step further. With the first step towards metaverse they are taking advantage of the latest industry leading technology. They used WebXR enabled browser to deliver the campaign across different platforms (mobile, desktop and VR). As previously mentioned, five artists were called out to draw the new Nissan all-eclectic ARIYA.
The artists were all instructed to use their own design and interpretation to showcase how all electrified Nissan ARIYA is the “ray of hope” that connects different UK cities. The artwork is showcased in digital form and in large outdoor sites. When you scan a QR code you momentarily enter the Nissan’s Meta space and explore the artist’s work. The QR code doesn’t just present the new car and its design along with technology, but it showcases the new world and concept (metaverse or electrified city).
There is even the Nissan Electric Lab where you can see the Nissan ARIYA and the artwork up close. With Meta Quest headset users can experience the full 3D experience on their own..
Metaverse as a concept is still at its beginnings, but Nissan is the first car company to take a step further while introducing a new car. They took the most advantage out of technology that is available today.
It is very likely that other companies in the automobile industry will take this route also.