Photo/Illutration This image shows what it is like for a customer to listen to an explanation at an outlet set up by Nissan Motor Co. in the metaverse. (Provided by Nissan Motor Co.)

No more walking around car lots kicking tires and peering at sticker prices or sitting in showrooms negotiating with salespeople for hours. 

Nissan Motor Co. is the first Japanese automaker to open a retail shop in the metaverse for its automobiles.

The virtual reality showroom is being operated on a trial basis.

Customers must use computerized alter egos on their smartphones and PCs to visit the outlet to discuss and see models they wish to purchase.

Nissan is aiming to win over young car buyers who are showing up less frequently at brick-and-mortar showrooms.

Nissan plans to keep the outlet available until June 30, which started operations on March 8, working with an affiliated retailer called Nissan Tokyo Sales Holdings Co. 

Displayed at the digital showroom are four models, including the Ariya electric vehicle (EV) and the Fairlady Z sports car. Users can change the automobiles’ exterior designs and interior fitting colors, while 360-degree views of vehicles are offered as well.

Shoppers can talk to other visitors via a voice chat system or a messaging feature.

As sales representatives are deployed there from 11 a.m. through 8 p.m. every day, consumers can seek their assistance. If they want to, patrons’ families and friends can join in their discussions with the dealership.

It is also possible for shoppers to buy cars at the time. Two models--the Sakura electric minivehicle and the X-Trail sport utility vehicle--are purchasable under the site.

Anyone can "visit" the store by registering. Those eligible to purchase vehicles are primarily limited to residents of Tokyo.

The virtual world was developed based on the technology provided by Epic Games Inc., an operator headquartered in the United States of the globally renowned video game “Fortnite.”

The program was suggested as part of an attempt to create more opportunities for the automaker to reach out to younger consumers through a digitized space.

Nissan will consider whether to fully commercialize it after analyzing such factors as what percentage of people place orders or visit actual retail stores following their visits to their virtual counterpart.

Given the automobiles’ hefty price tags, there is still a high demand for test drives and contracts negotiated at traditional outlets. It remains unclear whether the endeavor in the metaverse will contribute to more orders.

Masaru Yamagata, an executive officer of Nissan Tokyo Sales, expressed high hopes.

“Offering thorough explanations in the metaverse is expected to reduce the time buyers need to spend at retail stores,” he said.

EXPANDING ONLINE SALES

Online sales of new cars are beginning to spread even in Japan, where buying cars at traditional showrooms is the common practice. 

Imported car manufacturers, such as U.S. EV specialist Tesla Inc. and Volvo Cars from Sweden, are leading the trend.

While Japanese automakers were formerly hesitant about moving online out of consideration to the rich nationwide networks of retailers, Nissan in 2021 started handling Ariya on the internet.

Sony Honda Mobility Inc., an EV company founded by Sony Group Corp. and Honda Motor Co., is likewise looking to make accessible online its electric model scheduled for release in 2026.

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