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Is "buying a car" in the Metaverse a real story?

 

Over the past year, we have heard more and more words like “Metaverse,” “NFT,” “Web3,” “DAO,” and “Creator Economy.” It's called a buzzword.

 

Although it is still not familiar to many people, for example, NHK "Reiwa Net Theory" (4 episodes from March to July 2022) already has a special feature, and it is beginning to permeate society.

 

Many such buzzwords appear every year, and many, if not all, are becoming popular around the world. Examples include “cloud”, “3D printer”, “wearable”, “machine learning”, “big data”, “data science”, “SDGs”, “5G”, and “DX”.

 

Among business people, it has probably penetrated to the level of "I have heard of all of them" and "I have already used them."

 

In this article, I would like to consider one of these buzzwords, the "metaverse." Since I am an analyst specializing in the automotive field, I will explore the possibility of future points of contact between automakers and the Metaverse.

 

 

The oldest digital space "Second Life"

 

First of all, what exactly is the Metaverse? The reality is that it is not yet clearly defined, even among top managers and engineers.

 

The reason is their different business and technical/academic backgrounds. There are business/researcher communities, some of which are centered on VR and AR, others centered on 3DCG, and so on, partially overlapping each other. It is a world of rapid progress.

 

Without going too deep into a strict definition here, I will define it as "a digital space where communication, expression, and economic activity can take place via avatars."

 

At "NISSAN SAKURA Driving Island", it was possible to experience a test drive
At "NISSAN SAKURA Driving Island", it was possible to experience a test drive (Photo: Nissan Motor)
 
 

The history of the Metaverse is surprisingly old. Some say it existed in the late 1990s. “Second Life” operated by Linden Lab in the United States, which was provided in 2003, is probably the oldest service that has attracted more than a certain amount of attention.

 

However, at that time, even 4G lines were not widespread, let alone 5G. Due to the slow line speed, the number of users has decreased (although it is said that it is recovering recently).

 

In Second Life, Toyota and Nissan owned land in the virtual world, and Nissan provided a "car vending machine" to promote new models. Even looking back now, it can be said that this kind of activity started around 2007 with a sense of speed.

 

Nissan is still active in the Metaverse.

 

The virtual gallery “NISSAN CROSSING” will be opened on November 4, 2021, and the new BEV “Aria” will be released in the social VR service “VRChat”. The showroom “NISSAN CROSSING” operated by Nissan in Ginza is reproduced in virtual space.

 

 

"NISSAN CROSSING" feels like visiting an actual showroom
"NISSAN CROSSING" makes you feel like you are visiting an actual showroom (Photo: Nissan Motor Co., Ltd.)
 
 

In May 2022, when Nissan announced the light vehicle BEV "Sakura", it held a presentation not only in the real world but also in the metaverse space, which attracted a great deal of attention. "NISSAN SAKURA Driving Island", where you can "test drive" on Sakura as soon as possible, is open to the public, and you can experience charging in addition to the test drive experience.

 

"Sakura" unveiling party
"Sakura" unveiling party (Photo: Nissan Motor)
 
 

According to Nissan, the utilization of the Metaverse has the following aims. It is the creation of a new digital communication space and the creation of a community. The above-mentioned virtual gallery "NISSAN CROSSING" is open 24 hours a day, 365 days a year, regardless of whether it is in Japan or overseas, but it is characterized by the fact that there are no permanent employees.

 

In other words, Nissan, as a company, is aiming for two-way communication between users, rather than one-sided advertising and enlightenment activities in the context of mass marketing. It is interesting that the users mentioned here are not necessarily driving Nissan cars in the real world.

 

 

Hyundai and Ferrari also enter the Metaverse

In addition to Nissan, Hyundai Motor (Hyundai) has announced the concept of "Metamobility," which operates robots that exist in the real world in the Metaverse. The technical backing for this initiative will be robotics research and development giant Boston Dynamics, whose acquisition will be completed in 2021. The MetaMobility initiative will leverage Boston Dynamics' robotics technology.

 

Ferrari, a luxury car manufacturer, has also entered the Metaverse, introducing the "296 GTB" in "Fortnite  *" sold and distributed by Epic Games.

 

*Online game released in 2017. A third-person shooter (TPS) with craft elements. It is considered a "game with some metaverse elements".

 

On the website of "Unreal Engine", a game engine developed by Epic Games, there is a video of how to "create a realistic and elaborate Ferrari" in Fortnite, and the technology and project surprised by the size of the

 

Ferrari 296GTB
Ferrari 296GTB (Photo: Ferrari)

 

 

How to sell a car on metaverse?

In this day and age, it is easy to communicate with people who have common interests through the Internet. A typical example of this is SNS. It is easy to imagine how community building and two-way communication will further develop from SNS to the Metaverse.

 

So how should automakers deal with the Metaverse? It can be said that there are two main ways of thinking about how to perceive the Metaverse.

 

The first is the idea that "real = master / metaverse = slave". Consider the Metaverse as a point of contact for the real market. The other is the idea of "metaverse = master / real = slave". It is a move aimed at gaining sales and profits independently within the Metaverse.

 

Since automobile manufacturers are engaged in real and huge business, there are many cases where the former "real = master / metaverse = slave". After that, the following three points will be examined.

 

 

[1. Dealer function]

Let's start with something simple. The idea is to “sell real cars” within the Metaverse. In fact, Tesla only sells online, and Volvo has also started some online sales in Japan. The Metaverse has the potential to boost online sales.

 

Metaverse sales are different from online sales so far, such as test drive experience and realistic interior and exterior checks. If it becomes possible to communicate smoothly through avatars even in the negotiation phase, it can be said that there is sufficient potential.

 

 

[2. Feedback of evaluation in digital space]

When examining designs in the development of new models, there is a survey method in which multiple samples are shown to subjects and evaluated. It is commonly called a design clinic.

 

In this survey, not only exterior design, but also various factors such as seat comfort and instrument panel operability can be evaluated, but the survey cost is high. Especially when conducting overseas, it is necessary to transport full-scale mockups, which is expensive.

 

However, if this design clinic can be conducted in a digital space and the results can be fed back to the real world, the speed of the PDCA cycle up to design formulation can be expected to be accelerated.

 

 

[3. Opportunity for branding]

I think this is the most important of the three. What if you could buy a car in the aforementioned Fortnite or “Atsume Animal Crossing *”, which sold explosively due to the corona wreck? If the currency that can be earned in the game can be exchanged for real currency, a new market will be born.

 

* Released by Nintendo in March 2020. Although it is a game title, it is often introduced as "a game with some metaverse elements". There is no clear story or purpose such as defeating the boss, and you can spend your time living on an uninhabited island.

 

As mentioned earlier, Ferrari has appeared in Fortnite, but it is only in the form of appearing in the map being played, and it cannot be purchased and held. On the one hand, cars are a joy to own.

 

For example, what if a car in which avatars can ride is sold for a few hundred yen to several hundred thousand yen in "Atsumori"? Players can buy their favorite car models from their favorite manufacturers, and players who own luxury cars may be looked upon with envy by others.

 

 

"Atsume Animal Crossing" (Photo: Nintendo)
"Atsume Animal Crossing" (Photo: Nintendo)
 
 

This advertising value is expected to reach a scale that cannot be ignored in the near future. This is because, unlike TV commercials and YouTube ads, which are forcibly inserted, the avatar will continue to exist with the avatar in the game you are playing while having fun, concentrating, and relaxing. It will be a much more “dense” advertisement than a TV commercial that runs smoothly.

 

The effect of exposure to players in the community is great, and conversations such as "That car is cool, what manufacturer?" If the play video of "Atsumori" is uploaded to YouTube etc., secondary diffusion can be expected. Because it is a Metaverse, it is a promising advertisement for the large number of people you meet and the depth of contact time.

 

In various games, fee-based skins (costumes and items worn by avatars) are set, and when you look at the situation where they are actually selling, the desire to "how do you want others to see you?" I think

 

 

people will end up in the metaverse sooner or later

 

Isn't the attention directed at the Metaverse a transient thing? There's been a lot of discussion about whether it's just content for a few newbies, gamers, and tech geeks.

 

The history of mankind is the history of pioneering. Seeking new lands and spaces is an act that has been repeated until now. It wouldn't be strange if the target was expanded from the real world or created anew.

 

We will approach young people through the metaverse, increase brand favorability, and acquire engagement. After that, it can be said that there is plenty of potential to acquire a position that cannot be obtained overnight, such as their "first car" or "one car they want to own someday".

 

Elementary school students see a car in the Metaverse space and think, "I want one, it's cool." Buy that car in the Metaverse with your own pocket money, then grow up and buy the actual car. The day when such a story becomes a reality may be near.

 

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