The metaverse is one of the main novelties of the digital world in recent months. While a fully immersive metaverse is still a long way off, there are already some exciting features that need to be explored by everyone working within the world of mobility.
Driving a car is a unique sensation, as it involves all the senses. Starting from sight, then moving on to hearing and touch, the human body is solicited and stimulated in pleasant sensations, simply thanks to the use of the car's steering wheel.
It is therefore a very physical experience, which could one day become totally digital.
The metaverse promises a virtual "ride" within a parallel world. One day, we could have the same sensations, simply by wearing a virtual reality viewer.
In concrete terms, the metaverse still takes a few years to fully materialize. However, automotive stakeholders can already acquire real business value within the so-called proto-metaverse.
Indeed, this reality has already improved sales, but also operations within the mobility sector and many major OEMs are launching and initiatives to explore the benefits.
An interesting survey carried out by McKinsey states that 59% of those interviewed prefer to carry out a daily activity within the virtual world, rather than in person.
Enthusiasm for the metaverse was also very high among the different demographic groups surveyed, regardless of other factors such as age or gender.
This aspect, therefore, bodes well for new technologies and for the massive use of the metaverse in the coming years.
Augmented reality devices could therefore increase significantly over the next 5 to 10 years.
The first aspect to analyze is the showroom. In fact, many potential buyers could search for their own vehicle online through the metaverse. The pandemic has changed people's attitudes in going inside places and seeing the products concretely.
On the other hand, the other companies that are part of the production and sales chain of the Automotive world could create engaging virtual experiences, in order to help potential buyers imagine configuring the desired vehicles.
We are not simply talking about "beautiful" sites, but about real experiences within the metaverse. Digital projects created specifically, in order to involve the communities linked to the brand.
Several brands, such as Fiat, have already presented a store linked to the metaverse. It is a virtual showroom where it is possible to see a special version of the 500 live. Developed directly in collaboration with Microsoft, the Fiat metaverse allows you to interact just as if you were inside a showroom.
We are greeted as if you were in a dealership salon, with answers to the most common questions. It is also possible to configure the car and drive it on the roof of the Lingotto.
After an initial digital contact, you can then go to a dealership and test drive the real car.
During the penultimate CES show in Las Vegas, Hyundai also presented a metaverse linked to a platform that engages more than 43 million active users every day. The goal of the South Korean automotive house is to involve potential younger customers, giving them the opportunity to get in touch with automotive technologies.
In Italy, the Mercedes Trivellato dealer has created a virtual showroom, where customer avatars are shown the various models in rotation.
As for the world of the Workshops, many innovations can be introduced within the metaverse. You must have no doubts about it! Suffice it to say that the metaverse is a transmigration of the real world into the digital.
Let's assume that we own one of our workshops and want to update our mechanics as often as possible. If a day of in-depth analysis were held with the production companies, regarding vehicle assistance, we could go to cut the costs associated with the transfer and also optimize the time of the employees.
Complete visibility of the interdependencies between software, hardware and therefore mechanical parts can be explained by car manufacturers to individual mechanics in a truly innovative and much more optimized view. Maintenance, therefore, can also obtain important benefits from the Metaverse, precisely because there is a constant and widespread possibility of updating individual mechanics with courses created by the car manufacturer.
Daimler Truck North America recently piloted the use of augmented technology at its dealerships to create step-by-step training in the more complicated aspects of the trucks.
Clearly this pilot project involves only Daimler, but it can be implemented by any car manufacturer or by any Automotive Brand.
We also think of all the workshops that adhere to a franchise circuit, which can stay up to date with the latest news on the market. A new and truly revolutionary mode, which will then have to be clearly shaped and adapted to human usability.
All this speech to say that digital is revolutionizing the Automotive world every day... and through the metaverse we can be faced with a truly explosive situation, in every single aspect.
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