1、Automotive&Assembly PracticeThe metaverse:Driving value in the mobility sectorAlthough a fully immersive,interconnected metaverse remains years away,mobility stakeholders can already capture real business value from the technologies designed to enable it.This article is a collaborative effort by Ker

2、sten Heineke,Hamza Khan,Timo Mller,Dennis Schwedhelm,Shivam Srivastava,and Felix Ziegler,representing views from McKinseys Automotive&Assembly Practice.January 2023 Jason marz/Getty ImagesRiding in a car is a very physical experience,from gripping the steering wheel to pressing down the gas pedal to

3、 feeling a jolt if the vehicle suddenly stops.One day,people may experience these same sensations by taking a virtual ride in the metaversethe next iteration of the internet in which people can immerse themselves in a digital world that closely mimics reality.The full-fledged metaverse will likely r

4、equire at least five to ten years to materialize,but stakeholders in the mobility sector can already capture real business value from the“proto-metaverse.”This early incarnation relies on spatial computing and extended reality(XR),which is an umbrella term that includes augmented reality(AR),virtual

5、 reality(VR),and mixed reality(MR).The proto-metaverse has already enhanced both sales and operations within the mobility sector,and many leading OEMs and other stakeholders are launching metaverse initiatives to explore their benefits to the core business.This article examines how selected technolo

6、gies,available today or in the near future,can help expand and diversify revenue streams in the mobility sector,enhance brand loyalty,improve customer experience,and optimize production.(For a more comprehensive look at current and future technologies,see sidebar“Mobility moves toward the metaverse.