LAB51 logo

Metahype: CUPRA's Innovative Virtual Journey

Metahype_DarkRebel Cupra
By Eleni Murru
Eleni Murru

4 Min

May 22, 2023

In the ever-evolving landscape of the Metaverse, its transformative influence extends far and wide, including the dynamic world of automotive. From immersive virtual test drives to captivating interactive showrooms, the possibilities are endless.

The Metaverse has the potential to reshape how we perceive, engage with, and even manufacture cars. Whether you're an automobile enthusiast or simply curious about the impact of the Metaverse on various industries, this blog article delves into a fascinating journey through CUPRA's groundbreaking Metaverse platform

Metahype: A Virtual Island of Possibilities

The independent Spanish brand born from SEAT under the VW Group, disclosed a few weeks ago an exciting metaverse project called Metahype. It was showcased at the Exponential Impulse event in Berlin and promises to be an innovative and interactive exploration of virtual reality.

Metahype is a virtual island that serves as a hub for brands, start-ups, and creators to connect, collaborate, and engage with the new generation. The island is divided into different districts and common spaces where users can socialize, create, and live emotional experiences. There are three zones: the Metahype Square, the CUPRA District, and the Primavera Sound District. Once users first enter Metahype, they receive a Metahype Passport and a Dynamic NFT representing their Hyper reputation. CUPRA has also implemented a gamification system that rewards users with Hypes based on their participation and activity, and that can unlock exclusive experiences and new areas within the platform.

Integrate technology and CX

One of the standout features of Metahype is CUPRA Next, a space where users can shape the future of CUPRA by customizing their virtual sports car, the CUPRA DarkRebel, using the Hyper Configurator. This unique opportunity allows users to express their individuality and actively contribute to CUPRA 's evolution as a brand.

Metahype goes beyond just being a platform for CUPRA. It revolutionizes brand experiences and encourages collaboration and creativity among different communities. CUPRA 's COO, Sven Schuwirth, explains: “Metahype aims to redefine the way people experience emotions and interact with brands, offering unlimited possibilities in the "Exponential You" virtual world”.”

The launch of Metahype represents a significant step in the integration of technology and consumer engagement. While there are challenges to overcome, such as creating a seamless and captivating user experience within the metaverse and ensuring inclusivity, this initiative holds immense promise for the automotive industry. Brands like CUPRA now have the opportunity to forge deeper connections with their audience. Despite the obstacles, the potential benefits are substantial. They include heightened brand loyalty, valuable consumer insights, and direct feedback and ideas from users.

Exploring the Metahype Spaces and Beyond

CUPRA Metahype District consists of five unique spaces. The first is CUPRA Plaza is a central meeting point where the CUPRA Tribe can connect and socialize. Next, CUPRA Racing provides a thrilling opportunity to explore the brand's racing DNA through gamified racing games that challenge users' driving skills. The CUPRA Metahype City Garage allows users to discover and explore CUPRA's models, meet CUPRA masters, and experience the latest CUPRA Tavascan. In the CUPRA Hub, users can go beyond automotive interests by browsing the CUPRA Collection Boutique or engaging in Dancing Challenges curated by Primavera Sound Festival- the first brand to join Metahype. Their presence brings music-related content and a gamified DJ academy, inspiring the next generation of music lovers.

Another space worth noting is the CUPRA Next space, where users can have a direct impact on the future design of the CUPRA DarkRebel. This unique feature allows users to shape the brand's direction and contribute to its evolution by providing their input and customizing their virtual experience.

Many automotive brands are embracing Web3 to enhance their offerings and provide customers with a more personalized and emotional experience. CUPRA is not the first to launch its own space in the metaverse.

In early December, Fiat, in partnership with Microsoft and Touchcast presented the first Metaverse Store, a virtual space where customers can explore, personalize and purchase Bocelli's New 500 La Prima. The same month, Maruti Suzuki also unveiled ARENAVerse, a virtual car showroom where customers can explore vehicles and interact with sales staff.

Final Thoughts

By harnessing the power of the metaverse, this innovative concept brings brands, creators, and enthusiasts together in a virtual realm, setting the stage for the future. Looking forward, it sparks curiosity about how more automotive brands and retailers will navigate this digital frontier. In their quest to attract and engage consumers, we can expect an increased focus on metaverse projects and strategies with an immersive potential. The automotive and retail industries are on the cusp of a remarkable evolution, where creative and interactive experiences will reshape consumer engagement.