Hyundai joins 'metaverse' trend in Sonata promotional campaign
Hyundai Motor's Sonata sedan is seen in Zepeto virtual reality platform. Courtesy of Hyundai Motor
By Baek Byung-yeul
Avatars created by Zepeto virtual reality service pose with Hyundai Motor's Sonata sedan. Courtesy of Hyundai Motor
Hyundai Motor is tapping into the emerging “metaverse” trend to reach out to more young people who are spending an increasing amount of time in the realm of virtual reality, the carmaker said Friday.
A combination word of “meta” and “universe,” the newly-coined term refers to a collective, virtual and shared space where spatial restrictions do not exist.
Platform operators such as Roblox, Naver and even the management agency of K-pop sensation BTS are rushing to provide their own metaverse services, enabling users to communicate with each other using their own avatars.
Hyundai Motor said users of Zepeto, a metaverse service operated by Naver Z, an affiliate of local internet giant Naver, can test drive the Sonata N Line in the virtual space. The automaker added that this is the first time that a carmaker has launched such a service in a virtual reality platform.
“Hyundai Motor is the first automotive company to showcase vehicles on the Zepeto metaverse platform. The attempt is to provide interactive experiences to customers as we allow users to test drive the Sonata N Line at downtown and driving zones, which are popular maps on the platform,” the company said.
Hyundai Motor rolled out the N Line version last November. Equipped with a 2.5-liter turbocharged gasoline engine and eight-speed dual-clutch transmission, Hyundai aims to appeal to drivers who want to enjoy a sporty driving experience.
The company plans to expose the Sonata to the metaverse platform to actively communicate with the MZ generation, which could become future buyers of the sedan,” the company added. The MZ generation refers to people who were born between early 1980s and 2010.