Fiat has opened the world’s first metaverse-powered car dealership in Italy, which will allow 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 purchase the flagship model, the 500 La Prima by Bocelli, before the experience rolls out to the entire Fiat 500 lineup later this month.

Before the end of Q1 2023, customers will be able to explore additional Fiat models in the Metaverse Store, while the digital experience will also be available in other markets.

The Fiat Metaverse Store has been developed in…