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Report: Nissan and Toyota Latest to Drive Into the Metaverse; Joins European Counterparts

3 mins
Updated by Andrew Rossow
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In Brief

  • Auto manufacturers Nissan and Toyota announced they are entering the metaverse.
  • Nissan creates a virtual showroom, while Toyota opened a virtual workspace for its employees.
  • They join their European counterparts, including Mercedes Benz and Volkswagen.
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Japanese carmakers, Nissan and Toyota, are the latest auto manufacturers to enter into the metaverse, according to a recent report.

According to Nikkei Asia, Nissan created a virtual reality version of its Nissan Crossing gallery in Tokyo. The virtual space would be used for launching its vehicles and other events. Through its Invisible-to-Visible augmented reality interface, it is able to create “limitless possibilities for services and communications that will make driving more convenient, comfortable and exciting,” its website states.

Toyota, on the other hand, provides virtual workspaces for its employees to interact in a more immersive way. According to reports, the workspace features employees’ avatars, and they can use this to participate in company events and meetings. 

Currently, Toyota’s technical development and human resources teams are already using the virtual workspaces, with plans to expand further into the metaverse soon. According to an anonymous company representative, providing virtual workspaces was another communication option it wants to make available to its staff.

“With more people working from home because of the coronavirus, we are providing young employees and others communication options within the company,” the company representative said.


Sunday’s announcement brings Nissan and Toyota alongside its European counterparts – Volkswagen and Mercedes Benz in utilizing the new technology.

Earlier this month, Volkswagen launched an integrated metaverse campaign to promote the safety and intelligence features of its latest Polo model, the IQ.DRIVE. It simultaneously launched an interactive NFT treasure hunt, ‘Game On,’ which allowed participants the ability to win a PS5 and advanced driving lessons from the Volkswagen Advanced Driving Academy. The event also coincided with the release of the Polo GTI in the Gran Turismo 7 racing game.

“We’re really proud of our gamified and immersive campaign since it produced exceptional consumer impact while moving Volkswagen and its audience into a new universe,” said Bridget Harpur, head of marketing for Volkswagen Passenger Vehicles. It’s not only enjoyable to see; it’s also enjoyable to play. It’s also a terrific example of how involvement and enjoyment overlap.”

Mercedes Benz

Last year, Mercedes Benz through its AMG Petronas F1 Team became one of the first automakers to drive its wheels into the metaverse, striking a deal with FTX exchange to display FTX branding on cars, drivers, with the possibility of an NFT.

In January, it launched its NFT series for its G-Class line, while also applying blockchain technology to other areas of its operations, with its 2020 partnership with Circulor to help track carbon emissions in the cobalt supply chain.

McLaren Automotive

In March, luxury British supercar maker McLaren Automotive partnered with InfiniteWorld, a leading metaverse infrastructure platform that enables brands to create, monetize, and drive consumer engagement with digital content, as its first official metaverse partner.

The partnership will enable McLaren Auto to offer customers a deeper, more engaged digital experience, including the creation and minting of original NFTs and digital artwork that will represent McLaren’s luxury supercars and hypercars. Information about the prospective NFTs have not been made available yet.

Lamborghini and Ferrari

Luxury carmakers such as Lamborghini and Ferrari have also taken a shine to blockchain technology through Ferrari’s partnership with Swiss tech firm Velas Network. As a global player in the NFT and blockchain sector, Velas will partner with Ferrari’s Formula 1 racing team as part of its multi-year deal, including serving as a Title Sponsor for the Ferrari Esports Series.

With the increasing interest in the space, we can expect to see more major auto manufacturers joining the metaverse.

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Oluwapelumi Adejumo
Oluwapelumi believes Bitcoin and blockchain technology have the potential to change the world for the better. He is an avid reader and began writing about crypto in 2020.