Nissan Motor Co. has made a significant stride into the digital future with the unveiling of its latest metaverse experience titled “Heritage Cars & Safe Drive Studio” on March 7. This innovative venture, launched in celebration of Nissan’s 90th anniversary, blends historical appreciation with interactive safety education, featuring three of Nissan’s legendary vehicles set within virtual environments that echo their respective eras.
The experience, accessible through the Meta Quest headset, is a testament to Nissan’s commitment to both celebrating its heritage and advocating for automotive safety. The first exhibit showcases the Silvia Q’s S13, a model renowned for its drift racing legacy, accompanied by an educational segment on how the color of pedestrian clothing can affect driver visibility. The second exhibit presents the Skyline 2000GTX-E, a tuner icon immortalized in popular media like the Gran Turismo video game series and the Fast and Furious films. Here, users can engage in a mini-game that explores the impacts of multitasking on driving safety.
The final exhibit transports users to a 1950s-60s American diner and drive-in theater setting, offering a hands-on steering wheel spin exercise. This varied approach not only honors Nissan’s rich history but also underscores the importance of safe driving practices through engaging and interactive methods.
Developed in collaboration with researchers from Japanese universities, these metaverse exhibits are part of Nissan’s broader initiative to leverage emerging AR and VR technologies to enhance brand engagement and educational outreach. The refresh of four existing metaverse worlds in December 2023 further underscores Nissan’s dedication to enriching its digital presence as part of its anniversary celebrations.
Nissan’s foray into the metaverse arrives at a time when the landscape of AR and VR technologies is witnessing significant advancements, highlighted by the launch of Apple’s first mixed-reality headset in February 2024. This development marks a new phase of competition among tech giants like Meta and Microsoft, who have been pioneering consumer and enterprise applications of these technologies. Nissan’s latest metaverse experience not only celebrates its storied past but also positions the company at the forefront of digital innovation in the automotive industry.
