With prices starting at $14,000, the Nissan Sakura is courting EV-curious car consumers who are on a budget. With a slew of features – from the ability to power a home during emergencies to advanced driver assistance – the model serves to highlight how electric technology can transform Japan’s tiny car market. In addition to showcasing the vehicle IRL at Nissan's global headquarters in Japan, the company held an unveiling in the metaverse via social VR platform VRChat, allowing visitors to test drive the model with their avatars. “The metaverse unveiling of the Sakura has been designed to provide a unique experience, with immersive sound and light effects,” reads a Nissan statement.

While compact EV models meet the desire for eco-mobility solutions in the city, Nissan's metaverse launch is speaking to a demand for novel experiences as Web3 creates new digital frontiers. The company's move may prove particularly appealing to consumers – 88%le of Gen Zers and 70% of Yers play games that immerse them in virtual worlds. But while VR is helpful to spatially experience a vehicle in lieu of being able to reach a showroom, these 'test drives' are inherently limited when it comes to knowing how a vehicle physically handles. For auto brands, there are opportunities to create hybrid experiences that reap the benefits of both. For instance, the Toyota Research Institute is funding tests into mixed reality driving simulators.