Fiat Launches the World’s First Car Dealership Powered by the Metaverse

Turin, Italy — Is this the future of car buying?

Fiat has unveiled the world’s first metaverse-powered car dealership, designed for the Italian market. The new platform allows customers to research, configure, and even complete the purchase of their next car—all from the comfort of home.

Unlike a traditional carmaker’s website, Fiat’s goal with the Metaverse Store is to recreate the immersive feel of a real showroom online. Initially, the experience is available for the brand’s flagship model, the 500 La Prima by Bocelli, with plans to expand to the full 500 line-up later this month and to other Fiat models and global markets in 2023.

Developed in collaboration with Touchcast and Microsoft, the Fiat Metaverse Store uses Touchcast’s Metaverse-as-a-Service platform, built on Microsoft Cloud. Notably, customers don’t need VR headsets, avatars, or specialized hardware to access it. Fiat describes the experience as a seamless blend of digital and physical worlds, offering a uniquely immersive way to shop for a car.

How It Works

Through the Fiat Metaverse Store, customers are instantly transported "inside" a Fiat vehicle in a 360-degree interactive environment. A real Product Genius—a live Fiat expert—guides customers through the experience, answering questions about the car’s features, electrification, recharging options, and more.

Users can:

• Explore the car’s infotainment system

• Understand different driving and EV charging modes

• Customize the vehicle’s body, color, interior, and features in real-time

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

Adding to the experience, customers can even take a virtual "test drive" of the 500 La Prima by Bocelli on La Pista 500, the rooftop track atop the historic Lingotto building in Turin.

A New Standard for Customer Experience

"At Fiat, we are once again leading the way in offering our customers an innovative and stress-free brand experience," said Fiat CEO Olivier Francois."In pure Fiat style, the Metaverse Store is a first-of-its-kind innovation in the automotive sector. It tailors the buying experience through human interaction and simplicity, aligning perfectly with our mission to make life easier for everyone. For the first time, customers can explore and purchase the 500 La Prima by Bocelli from the comfort of their own homes, through a realistic, human-assisted, and stress-free process."