MG Motor Ventures Into Metaverse To Create Immersive experience, Targets Gen Z And Gen Alpha

Auto original equipment manufacturer (OEM) MG Motor has entered into the metaverse with its platform–MGverse. With the new metaverse platform, MG Motor wants to provide an immersive experience to its customers and stakeholders.

MGverse will combine multiple virtual spaces into a single platform. On the back of this integrated approach, the brand aims to bring MG fans, customers, partners, and employees together to work, play, engage, collaborate, co-create, socialise and shop. 

The brand will provide five different experience centers.  Explore and Creator’s Center will enable the user to personalise, accessorise and build their favourite MG vehicle in the metaverse. 

Moreover, it will also allow customers to take a virtual test drive in the cities and streets of their preference. MGverse will even allow customers to book their MG cars from the comfort of their homes.

While MG Motor already ventured into non-fungible token (NFT) space last year, now it has launched an NFT Gallery to allow users to witness MG’s collections on display

The NFT Gallery will enable users to collaborate and co-create, list, and transact NFTs on the platform. Interestigeley, it will also offer an opportunity to individuals and creators to create their own NFTs and earn.

Among other experience centres, MG Motor has launched MG Car Club, Gaming Arena, MG Knowledge Centre. While MG Car Club will provide an option to buy MG merchandise from MGverse, users will be able to play a plethora of games on the platform through Gaming Arena. 

The knowledge centre will provide opportunities to employees and partners for upskilling and attend virtual training sessions, conferences and meetings. 

“MGverse is a step forward where users can interact with visualised data, just like in the real world. At MG, we strive to provide our customers with immersive experiences at every touchpoint,” Gaurav Gupta, chief commercial Officer, MG Motor India, said. 

According to Gupta, this initiative will help the brand further strengthen its relationship with gen Z and gen Alpha. “With MGverse, we will build upon our virtual customer experience content to familiarise the future generation with innovative brand experiences,” Gupta added.

The new metaverse platform will be accessible on mobile as well as through other web browsers. The brand intends to make similar experiences available for VR (Virtual Reality) headsets. However, the platform will be executed in phases, with the first phase being implemented during the coming festive season.

The trend started by international brands such as Nike, Adidas, Coca-Cola, Gucci now started catching up the attention of homegrown brands, as well as international brands operating in the Indian market since the beginning of this year. For example, Mahindra & Mahindra, Tanishq, and MakeMyTrip are some of the brands which have entered the metaverse space already.

MG Motor joins the list of auto brands such as Toyota, Nissan which ventured into the metaverse in late April. While Nissan launched a virtual showroom, Toyota created a virtual workspace. 

On the other hand, three IT giants including Infosys, Tata Consultancy Services (TCS), and Tech Mahindra launched their products and services related to metaverse.

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