The metaverse, a 3D immersive world that is the combination of virtual reality (VR) and augmented reality (AR), will soon be a digital space where Fiat sells its cars to North American customers. The company's Fiat Metaverse Store made its North American premiere at the CES trade show today.

Fiat is already employing the technology in Europe. It launched in December 2022 in Italy. That store allows customers to research, configure, and purchase the Fiat 500 La Prima by Bocelli. Live Fiat Product Geniuses (customer service representatives) are available to help customers.