Nissan Motors is using cutting-edge technologies to present its latest campaign in the metaverse — the release of the all-electric crossover SUV Ariya. Nissan will utilize the WebXR-enabled browser to offer an immersive visual and interactive art experience accessible via desktop, mobile, and VR.
For the project, Nissan challenged five British artists to draw the new all-electric Ariya and to highlight how the new vehicle eco-friendly vehicle was a “ray of hope” in their respective cities. The featured artists include Retro Manni (Birmingham), Tishk Barzanji (London), Janice Leung (Leeds), Neil Keating (Liverpool), and Antidote (Manchester).
The artists drew on inspiration from the timeless Japanese design Ariya and from their own experiences for the exhibition taking place in what is being called the Nissan Electric Lab. The metaverse space will present the artwork and let users get up close to the new electric car design from Nissan. With a Meta Quest headset, the campaign can be explored in 3D.
Nissan is enthusiastic about its Ariya electric SUV and launching it on Web3 in an accessible and immersive manner. The Ariya ad campaign will last two months, and Ariya shipments are expected in August.
Virtual Showrooms in the Metaverse Catch On
The Nissan Electric Lab in the metaverse is unique, but Nissan isn’t the only car manufacturer interested in Web3 and the metaverse. Because the metaverse allows users to tune into an event from anywhere in the world with an internet connection, the possibilities for virtual events are enormous — and car manufacturers are starting to catch on.
Two weeks ago, Volvo Cars India announced its first all-electric SUV model. The XC40 Recharge would be launched in Volvo’s version of the metaverse — the “VolvoVerse.” The vehicle will be the first electric vehicle produced by Volvo in India, as well as the first price-reveal in India of a vehicle in the metaverse.
And besides virtual showrooms, automobile manufacturers are finding several ways to take advantage of the nascent technology. Last month, Fender & BMW partnered with Meta for VR experiences that will be available to users in the United States, Canada, and the U.K. through the Meta Quest 2 Headset.
Time will tell if the Ariya campaign in the Nissan Electric Lab will be successful. But this is likely: As the metaverse continues to grow and expand, we will see more virtual showrooms showcasing the latest vehicles.