Why car makers are launching products in virtual worlds

We discussed virtual product launches in a LinkedIn event with this panel:

• Piyush Gupta, Chief Executive Officer, Vosmos
• Rohit Verma, Customer Acquisition Specialist
• Sunil David, Digital Tech Consultant and former Regional Director (IoT), AT&T India

The problem with traditional launches

A physical vehicle launch needs a venue, travel and logistics, and it reaches only the people who can attend. Visitors see a few models in fixed configurations, and the company learns little about what interested them once the event is over.

The idea: launch in a virtual world

The automotive industry has turned to virtual worlds for launches because they offer:

• Interactive engagement: virtual test drives, freedom to explore vehicles and the chance to meet other attendees.
• Lower costs: no physical venue or travel.
• Global reach: anyone, anywhere, can attend.
• Data and analytics: real-time data on what attendees do, useful for product and marketing decisions.
• Virtual showrooms: every vehicle, configuration and option can be shown.
• Gamification: challenges, quests and rewards keep attendees involved.
• Digital collectibles: NFTs and virtual economies create exclusive digital items that build loyalty.

How four car makers did it

Hyundai: Hyundai Mobility Adventure

Hyundai introduced young, tech-savvy consumers to its products and future mobility ideas in Hyundai Mobility Adventure, before launching the Venue N Line.

• Visitors moved freely through five virtual zones, trying products, playing games and completing tasks.
• They could drive vehicles such as the NEXO and IONIQ 5, and operate robotics, purpose-built vehicles (PBV) and urban air mobility (UAM) devices.
• They could create avatars, upgrade personal parking garages and take part in social activities.
• An open beta let users give feedback to improve the experience before the official launch.

Skoda: Skodaverse

• Consumers customised avatars with exclusive Skoda skins and explored a virtual island.
• They could experience the Enyaq Coupé RS iV, take virtual test drives, visit NFT exhibitions and join digital conferences.
• The Skodaverse extended to the IIHF Ice Hockey World Championship, with live game viewing and interactive challenges for fans.

BMW: the CE02 launch

• BMW launched the CE02, an electric scooter for urban mobility, in a virtual world.
• Users took virtual test rides, met other fans and played mini-games with rewards.
• They could examine the scooter's design closely and learn about its technical features.

MG Motors: MGverse

• MGverse offered assisted buying, online financing, digital art creation with NFTs and in-car services.
• It combined several virtual spaces where fans, customers, partners and employees could work, meet, play and socialise.
• Its five experience centres covered car personalisation and building, NFT galleries, the MGCC community, a gaming arena and a knowledge centre for upskilling and training.

How to apply it

The lessons apply well beyond cars. Any manufacturer launching a machine, a product range or a new model can borrow the same building blocks:

• Let people explore the product in 3D, in every configuration, from anywhere.
• Offer a virtual demo or test run instead of a static brochure.
• Run a beta before launch and use the feedback, as Hyundai did.
• Track what attendees look at and use the data in sales follow-up.
• Include training content for dealers and employees, as MG did with its knowledge centre.

Vosmos, represented on our panel, builds virtual spaces for product launches and aims to make them simple to set up.

Next step

If you are planning a product launch and want customers to explore your product in 3D or VR, talk to our team.

First published on the Metaverse911 blog.