Automobile manufacturers are using the Metaverse to provide consumers with realistic, lifelike encounters through augmented reality and virtual reality as brands explore their possibilities in the virtual world.
According to Maruti Suzuki India’s Executive Director, Shashank Srivastava, the firm will invest a sizeable portion of its yearly innovation budget on its showroom in the “phygital” world in an effort to jump on the “phygital” bandwagon and make an appearance in the Metaverse.
He added that the business intends to allocate Rs 6–8 crore, or 10-15% of its innovation budget, to the Metaverse showroom this year. With the introduction of the Metaverse, car companies like Morris Garage and Hyundai decided to open up offices or showrooms in the virtual world in an effort to draw in younger generations interested in NFTs, Web3 technology, and cryptocurrency. They already gave a sneak preview of Maruti’s Metaverse during the launch of the new Brezza, and the response was fantastic, but it was a third-party solution at the time. To create their own Metaverse, they have teamed up with one of their own rapid start-ups, added Srivastava. Maruti recently unveiled the NEXAVerse, its newest physical product, along with the Grand Vitara, a new SUV.
Speaking about the reasons why auto manufacturers started their own spaces in Metaverse, Srivastava noted that the vehicle sector struggled because of its touch-and-feel business model as work-from-home became a popular trend during the pandemic. Because of this, he continued, the emergence of AR, VR, and Metaverse opened avenues to giving a more interactive experience to the user by facilitating a ‘gamified’ area that operates on connected blockchains that would resemble the real world.
The introduction of the auto industry giant’s Metaverse will take place in two stages, according to Srivastava. He explained the details of each phase, saying the first phase allows customers to visit the showroom, try out new products, and make online car reservations. The second step would include, among other things, interacting with sales people, taking a virtual test drive, and configuring cars to suit individual needs. As part of its introduction into the Metaverse, Maruti will also use VR and AR for its showrooms and website, according to Srivastava. As per him, the showrooms will allow customers to experience the metaverse through VR headsets, while the website will enable customers to sample the new product from the comfort of their home. Even while consumers would lose the pleasure of mobility through digitization, the final deal closure would take place in the physical world, he added, with the automaker establishing its footprint in the Metaverse.
According to brand consultant Abhimanyu Mishra from Brandfizz, the “phygital” experience was longing to happen in the automobile sector, since buying preferences have seen a monumental shift from retail to online. Maruti’s move towards it goes on to show how metaverse has become the need of the hour.
