Nissan Takes a Leap into the Metaverse: Offers Virtual Test Drives and Files Four New Trademarks

As the world grapples with the financial turmoil brought about by the pandemic, companies are working towards integration with Web3 and the metaverse to offer exciting new experiences to their customers. Nissan, the Japanese automotive brand, is the latest company to embrace this trend by filing four new Web3-related trademarks with the US Patent and Trademark Office (USPTO) on March 7.

According to licensed trademark attorney Michael Kondoudis, the trademarks are related to the Infiniti, Nismo, and Nissan brands and are aimed at creating stores for virtual goods and non-fungible tokens (NFTs), including virtual clothes, cars, trading cards, toys, and tickets. The trademarks also outline plans for the creation of NFT marketplaces that offer trading and minting services, metaverse advertising, and other entertainment services, including online videos, images, artwork, audio, sounds, and music.

Nissan has also announced that it is launching a three-month experiment called Nissan Hype Lab in Japan, which will allow prospective car buyers to “study, consult, test drive and purchase Nissan vehicles” while in the metaverse. The project, accessible 24/7 via a PC or smartphone, offers users a customizable avatar and Nissan staff available between 11:00 am and 8:00 pm local time to provide assistance to visitors and introduce Nissan cars.

The Nissan Hype Lab offers buyers the ability to take a simulated test drive that offers a 360° view of what it is like to drive in the make and model of their choosing using virtual reality (VR) and augmented reality (AR) technology. This project is a continuation of Nissan’s foray into the metaverse; last October, the company filed five trademark applications for some of its more prominent car models, with plans for NFT-backed media, online NFT marketplaces, digital wallets, NFT minting, trading and storing software.

Nissan is not alone in its efforts to establish a presence in the metaverse. Last year, Hyundai Motor Company became the first automaker to issue community-based NFTs, while McLaren Automotive collaborated with MSO LAB to develop unique, limited-edition McLaren NFTs. American car manufacturer Ford Motor Company also filed 19 trademark applications across its major car brands, while Mercedes-Benz Group AG filed trademark applications for its brands with plans to develop NFTs, virtual clothing and goods, virtual vehicle parts, financial services, and cryptocurrency trading.

The automotive industry’s move towards the metaverse is a clear sign of how digital technologies are changing the way businesses engage with their customers. It’s an exciting time for the industry, and we can expect to see more companies exploring the possibilities of the metaverse and its potential to provide customers with unique, engaging, and immersive experiences.


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