The metaverse, an immersive 3D world that is a combination of virtual reality (VR) and augmented reality (AR), will soon be a digital space where Fiat sells its cars to North American customers.

The company’s Fiat Metaverse store made its North American debut at the CES trade show today.

Fiat is already using the technology in Europe. It was launched in December 2022 in Italy. That store allows customers to research, configure and purchase Bocelli’s Fiat 500 La Prima. Live Fiat Product Geniuses (Customer Service Representatives) are available to help customers.

The Italian automaker, part of the Stellantis group, sees the Metaverse Store as a “key pillar” for the launch of the new Fiat 500e all-electric car in North America in 2024, according to a press release from the…