Mahindra introduces metaverse platform XUV400verse

With the  XUV400verse Mahindra is one the latest automakers to jump on the metaverse platform for their Electric XUV400 to strengthen their outreach with millennial and Gen-Z audiences.

The XUV400verse will jostle for attention between existing automakers like Maruti, MG Motors, and even luxury car maker Volvo who all are looking to  provide an immersive brand experience for their customers.

Mahindra's XUV400verse allows potential customers to enter their virtual brand showroom, and customize their avatar, its 3D car configurator facilitates its users to real-time customization and even take a test drive in an immersive format.

Sharing the XUV400’s Metaverse debut, Veejay Nakra, President Automotive Sector, Mahindra & Mahindra said,” We are providing an environment that resonates with our next generation of tech-savvy customers, offering them an innovative and immersive experience.”  

Mahindra also as part of its Metaverse strategy plans to combine the brand’s virtual spaces to offer a unique customer experience, replete with photorealistic graphics. "The XUV400verse will enable Mahindra enthusiasts and customers to engage, collaborate, socialize and have an immersive product interaction." Nakra further added.

Similarly, Maruti Suzuki’s NEXAverse allows customers to shop for vehicles starting with the Grand Vitara. It also allows its customers to create their online avatars to walk through the virtual showroom and conduct activities there in an interactive manner.

MG Motors MG Verse which provides similar features also allows customers to purchase non-fungible tokens (NFTs) and play racing games in separate zones within the MG Verse and take virtual test drives in remote locations.

Analysts tracking metaverse say increasingly automotive OEMs, hardware, and software providers have shown their enthusiasm toward leveraging metaverse-related solutions pushing the metaverse market for automotive to grow from USD 1.9 billion in2022 to USD 16.5 billion by 2030, at a CAGR of 31.4 percent.

Similarly Audi India, in March this year globally collaborated with the start-up, Holoride. to bring extended reality to in-car entertainment allowing passengers in the back seat of the Audi to use VR for an immersive VR experience of games, videos, and Holoride technology also synchronizes the real-time driving motions of the car.

Brand management expert Harish Bijoor who runs his Bengaluru-based consulting firm Harish Bijoor Consults Inc sharing his insights on automakers making a beeline to this new platform says “Metaverse is the perfect getaway for millennials to disappear into vicariously living through avatars, as a sort of an escape from the mundane boring living into your twin life with an increased sense of Freedom with a feeling of liberation”. 

Volvo which also launched its XC40 Recharge on the Metaverse had a runaway success with the India-assembled electric car sold out in no time. Timmy Ghiurau Volvo Cars innovation Lead, Virtual Experience says Metaverse is a cocktail of XR (extended reality), VR (virtual reality), AR (augmented reality), and MR (mixed reality). 

"You have to make things interesting for the younger generation that may not watch TV, have ad blockers on YouTube and some commercials never reach them. You need to find new ways to make it interactive and interesting to them." Ghiurau said.