1. Conducting Market Research

Adopting the metaverse into the operation involves conducting a mix of qualitative and quantitative research methods, such as:

• Industry and Market Analysis:
   It involves understanding how the metaverse is being adopted across the industries. Run a structured opportunity assessment: size TAM/SAM/SOM for priority journeys, map competitor capabilities, and score opportunities on conversion impact × feasibility × time-to-value. Define evaluation criteria upfront—open 3D formats (glTF/GLB), cross-device support (web, mobile, headset), analytics SDK, CRM/SSO connectors, and basic privacy/security controls—so platform shortlists are evidence-based.
• Consumer Research:
  Understanding the consumer segments interested in the metaverse experience through surveys, polls, and focus group interviews. Use JTBD (Jobs-to-Be-Done) segmentation and lightweight quant (e.g., MaxDiff or discrete-choice) to rank features. Target directional sample sizes (e.g., n≥100/variant) and track conversion uplift, task completion time, SUS/NPS, and explicit consent for zero-party data.
• Feasibility Study:
  Evaluating the investment needed for building metaverse infrastructure vs the expected return on investment. Adopt a stage-gated ROI model—Pilot (90 days) → Scale (12 months)—and model TCO (licenses, content creation, devices, support) against CPQL/CAC and expected LTV lift. Start on partner-hosted environments to limit capex; require SLAs, SSO, and a basic DPIA/security checklist. Set pass/fail gates (e.g., ≥15% lead-submit uplift, ≤5-minute speed-to-lead, CPQL at/under web benchmark) before approving scale-up.

2. Getting started with AI

Almost all companies in the automotive industry have their own websites, and companies new to the digital space should consider their websites as virtual dealerships. To achieve this, they can initially start by deploying virtual assistance powered by AI, which provides more personalized and round-the-clock assistance to customers.

3. Right technology and platform for VR

For any organization, selecting   the VR technology and platform depend on their specific operational goals, such as improving production efficiency, enhancing worker training, or streamlining design validation, as well as their target user groups, including plant operators, engineers, and supply chain partners.

Several metaverse and VR platforms are available today that automotive companies can collaborate with to accelerate their digital transformation efforts, saving both time and effort. These platforms often come with pre-built environments and simulation capabilities tailored to industrial use cases. Additionally, manufacturers can benefit from the existing user base and developer ecosystems these platforms offer, enabling faster deployment and feedback loops.

However, several challenges may prevent automotive organisations from adopting these solutions, such as:

• High Capital Expenditure: Implementing VR at scale, particularly across multiple plants, necessitates substantial investments in hardware (e.g., headsets, sensors) and infrastructure.
• Integration Complexity: Legacy systems and proprietary manufacturing software may not easily integrate with modern VR platforms, creating technical bottlenecks.
• Workforce Readiness: Factory workers and engineers may require extensive training to utilize VR tools, which can hinder effective adoption.
• Uncertain ROI: Without clear benchmarks or success metrics, leadership may hesitate to commit resources to VR initiatives.
• Cybersecurity and IP Protection: Sharing sensitive design data or production workflows with third-party platforms raises concerns around intellectual property and data security.

To overcome these barriers, automotive manufacturers should initiate pilot programs focused on high-impact areas, such as immersive training or virtual prototyping. Partnering with platforms that offer industry-specific solutions and robust security frameworks can also facilitate a smoother transition and foster internal confidence.

4. Introducing Virtual Showrooms

• Opening a virtual showroom requires the right technical expertise and effort to successfully set up a virtual platform where customers can engage with the products.
• Once the platform is ready for the customer, the next step would be to invest in AR/VR technologies.
• Since AR/VR technologies are expensive for personal use, not all customers will have access to them, and therefore, companies should be prepared to make them available to their customers. This can be achieved in various forms, such as:
  • Opening an experience centre in strategic locations close to the target audience so that customers can visit and get to know more details about the product.  There will be no need to acquire a large space, as it can be achieved with a small space and a minimal staff, allowing customers to book a slot for the demonstration.
  • Home delivery of the AR/VR tools to the customers for the given time slot so that they can experience it in the comfort of their home.

5. Enhancing brand experience

Creating a strong brand experience helps companies not only enhance their digital presence but also achieve a loyal customer base. This can be achieved via several measures, such as: 

• Hosting virtual launch events to reach a large audience base.
• Partnering with gaming platforms has proven to be an effective way to generate brand awareness and offer virtual car experience for customers.
• Leveraging the metaverse, companies can now provide NFT-based membership programs, offering exclusive access to events, limited-edition car designs, and VIP perks.