Mobility and the Metaverse: The Future of Mobility Expanding into the Metaverse

 

What is the Metaverse?

The term "metaverse" is a combination of meta (meaning "beyond" or "transcendent") and universe (meaning "world" or "cosmos"). It was first introduced in the 1992 science fiction novel Snow Crash by Neal Stephenson. Since then, the metaverse has evolved into a broad concept encompassing augmented reality (AR), virtual reality (VR), and extended reality (XR)—technologies aimed at enhancing user experiences (UX) through immersive digital environments.

Various interpretations of the metaverse exist, and while it remains an evolving concept, it is steadily transitioning from experimental pilot projects into commercial applications.

At CES 2023, numerous mobility-related technologies were showcased, demonstrating how automakers and big tech firms envision the future of mobility. Among the key trends observed was the intersection of mobility and the metaverse. But how exactly do these two domains connect?

The Expanding Scope of Mobility

The traditional internal combustion engine (ICE)-based mobility sector has rapidly evolved since the 2000s, integrating IT advancements such as:

  • Connected cars
  • Autonomous driving
  • Software-defined vehicles (SDVs)
  • Electric vehicles (EVs)
  • Drones and urban air mobility (UAM)
  • Robotics and personal mobility solutions

This evolution has also led to cross-industry collaborations, particularly with the metaverse, which is expected to enhance mobility in three key areas:

  1. Passenger Experience in Autonomous Vehicles

    • In a future where autonomous driving eliminates the need for manual control, vehicle windows and interiors could transform into digital displays, creating immersive metaverse experiences for entertainment, shopping, and social interaction.

  2. Virtual Showrooms for Car Sales

    • The metaverse could revolutionize car purchasing experiences by allowing customers to visit virtual showrooms, explore vehicle models, interact with digital sales representatives, and even test drive cars in a virtual environment before making a purchase.

  3. Digital Twin-Based Vehicle Development and Production

    • Automakers could leverage metaverse-based simulations for testing autonomous driving systems, optimizing production efficiency, and conducting real-time cloud-based virtual prototyping.

Metaverse-Enabled Mobility at CES 2023

At CES 2023, the convergence of automotive manufacturing and IT companies was a key highlight. Let’s examine how Microsoft, NVIDIA, and Toyota are integrating metaverse technologies into mobility.

1. Microsoft’s Role in Metaverse-Driven Mobility

At CES 2023, Microsoft demonstrated cloud-based solutions aimed at enhancing efficiency in automotive production and in-car digital experiences.

  • Collaboration with Mercedes-Benz and ZF:
    Microsoft is working with Mercedes-Benz and ZF, a leading German automotive supplier, to integrate cloud-based digital workspaces for their global manufacturing teams, improving operational efficiency in car production.

  • GM’s Integration of Microsoft Teams in Vehicles:
    Microsoft has partnered with General Motors (GM) to integrate Microsoft Teams into in-car infotainment systems, enabling seamless communication for passengers. This feature is expected to be introduced in GM vehicles starting in 2023.

  • Toyota and Nissan’s Use of HoloLens for Employee Training:
    Toyota and Nissan are leveraging Microsoft’s HoloLens to enhance employee training through metaverse applications, reducing training time and improving knowledge retention.

  • Fiat’s Virtual Showroom Using Microsoft Azure:
    Fiat has launched a metaverse-powered virtual showroom for its new Fiat 500 model. Using VR headsets, customers can explore the car’s interior and exterior, engage with sales representatives, and even take a virtual test drive.

Source: Microsoft CES 2023

2. NVIDIA’s Omniverse and Metaverse Integration in Mobility

NVIDIA unveiled its Omniverse platform at CES 2023, showcasing how digital twin environments can revolutionize vehicle design, development, and manufacturing.

  • Mercedes-Benz Collaboration for Digital Twin Simulations:
    NVIDIA and Mercedes-Benz are working together to optimize vehicle production through digital twin simulations, enabling virtual testing before physical production. This aligns with the growing trend of software-defined vehicles (SDVs).

  • Automotive Infotainment Enhancements:
    NVIDIA is also focusing on in-car infotainment, collaborating with BYD, Hyundai Motor Group, and Polestar to integrate GeForce graphics technology into vehicle interfaces.

Source: NVIDIA CES 2023

3. Toyota’s Metaverse-Enabled Mobility Innovations

Toyota introduced its MOOX concept vehicle at CES 2023, demonstrating how MaaS (Mobility as a Service) could integrate with the metaverse.

  • In-Car Metaverse Experiences:
    In fully autonomous vehicles, passengers could engage in various activities, such as:

    • Shopping in a virtual marketplace
    • Accessing remote healthcare services
    • Ordering food via AI-driven interfaces
    • Conducting virtual business meetings

  • Wellness and Relaxation Features:
    Toyota’s concept also includes sensor-equipped seats that monitor passengers’ physical and mental states. Based on this data, the system can:

    • Provide relaxing virtual environments, such as a forest retreat
    • Offer interactive wellness games using motion-based VR

Source: Toyota CES 2023

The Future of Metaverse and Mobility

CES 2023 revealed how automakers and IT firms are forming strategic alliances to integrate metaverse technologies into mobility. As autonomous driving and metaverse ecosystems mature, the next challenge will be defining new in-car services that enhance the passenger experience.

Looking ahead, we can expect:

  1. Higher-Resolution, More Immersive Experiences

    • As metaverse display technology advances, vehicles will offer high-definition, fully immersive infotainment systems.

  2. Seamless Integration with E-Commerce and Entertainment

    • Autonomous vehicles will serve as platforms for shopping, entertainment, and remote work, creating new business opportunities in retail, dining, travel, and digital content services.

  3. Cross-Industry Innovation Between Auto and Tech Sectors

    • Future partnerships between automakers and big tech companies will drive innovations in AI-powered personal assistants, virtual commerce, and cloud-based mobility services.

Final Thoughts

The convergence of mobility and the metaverse is shaping the next era of transportation. As metaverse technologies continue to develop, their applications in autonomous vehicles, digital showrooms, and AI-powered mobility services will become increasingly widespread.

By leveraging immersive digital environments, the automotive industry is on the brink of a new mobility revolution—one where vehicles are more than just transportation; they become interactive, entertainment-driven spaces tailored to passengers’ needs.

As self-driving technology eliminates the need for manual driving, the future of metaverse-powered mobility is closer than we think. 🚀

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About the Author: Drytree

About the Author: Drytree (Jaehoon Lee) I am a senior researcher specializing in deep tech startups, technology commercialization, and R&BD strategy at a national research institute in South Korea. With a deep curiosity about the rapid evolution of technology and its impact on society, I have been writing under the pen name Drytree since 2021, aiming to make complex technological trends more accessible and foster informed discussions on innovation and policy. My academic background is diverse, spanning Political Science (B.A.), International Politics (M.A.), and currently, a Ph.D. in Technology Management & Entrepreneurship . I have published 13 academic papers in domestic and international journals, covering topics such as patent analysis, technology security, and industrial policy . Books & Publications I have authored several books exploring technology, startups, and geopolitical implications of innovation , including: Elon Musk’s DOGE: The Dawn of a New Economic Exper...
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