Fiat has opened the world’s first metaverse-powered car dealership in Italy which will enable customers to research, configure and even complete their next car purchase, recreating the feel of a showroom from the comfort of their homes. 

Initially, customers will be able to buy the flagship model, 500 La Prima by Bocelli, before the experience will be extended to the entire Fiat 500 line-up later this month. Before the end of the first quarter of 2023, customers will be able to explore additional Fiat models in the Metaverse Store, while the digital experience will also be made available to other markets.