Stellantis has launched the Fiat Metaverse Store in a bid to recreate a car showroom experience via an “immersive” online car buying platform.

Created through a partnership between tech companies Touchcast and Microsoft, the OEM giant claims that the new store concept delivers a “synthesis of digital and physical into an immersive experience unlike any other” without the need for VR headsets, avatars or specialised hardware.

In a statement issued today, it also claimed that the online platform would allow potential Fiat 500 buyers to “experience driving” a vehicle on La Pista 500, the track on the roof of the Lingotto building in Turin.

Olivier Francois, Fiat chief executive and global Stellantis chief marketing officer, said: "At Fiat we are once again the front-runners in offering our customers an innovative and stress-free brand experience.

“In pure Fiat style, Fiat Metaverse Store is the first-of-its-kind in the automotive sector. It is a magical experience: an immersive human-driven journey into the world of Fiat. Simple and user-friendly, pursuing the idea of ‘tech it easy’ and accessible for everyone, thanks to its technology.

“In short, it’s our way of making our customer’s experience tailormade thanks to the interaction with a person and even more simple which is in line with our social mission of meeting people's current need for a simplified life.

“For the first time, our customers will be able to explore and purchase the 500 La Prima by Bocelli from the comfort of their homes thanks to a human assisted, instantaneous, realistic, and stress-free process.”

Fiat has proved a testbed for car retail and leasing models in the past, previously offering models for sale via Amazon.

Last month the new Abarth 500e opened for online reservations having been designed in partnership with fans of the performance brand, meanwhile.  

The Fiat Metaverse Store has initially launched in Italy and features the brand’s flagship model – the 500 La Prima by Bocelli.

By the end of 2022 it will feature the entire 500 line-up, however, with additional models and markets set follow in early 2023.

The Fiat Metaverse Store serves up an end-to-end car retail experience, with the option of a Product Genius – a real person – to greet customers and help them to explore a car in 360-degree views.

The Product Genius service is available Monday to Friday from 9am to 8pm and Saturday from 10am to 6pm.