Welcome to the

Welcome to the Motorverse

The automotive industry is nothing if not innovative, so it was only a matter of time before it dipped its wheels into the metaverse. Some of the world’s most prestigious car manufacturers have created NFTs (non-fungible tokens) to help fans connect more directly with their favourite marques.

This is a trend surrounded by hype and confusion – so, to be precise, the NFTs in this context are digital artworks that can be bought using specific cryptocurrencies. In most cases the manufacturer has partnered with an artist to create a car-related design, ownership of which is immortalised on the blockchain and occasionally comes with extra perks.

McLaren, for example, has introduced a digital collectible programme whereby fans can buy CAD-drawn components of the MCL35M F1 race car. The collectibles have been released over five “drops”; they can be traded and resold on the secondary market, with the first person to assemble all 22 winning a VIP F1 race experience. Similarly, anyone who bought one of Mercedes-Benz’s G-Class-inspired NFTs was entered into a draw to win a physical G-Class. Mercedes commissioned prominent artists associated with NFTs, including Charlotte Taylor x Anthony Authié, Roger Kilimanjaro, Baugasm, Antoni Tudisco and Klarens Malluta, and sold their digital artworks for a limited time on Nifty Gateway, an online auction platform for NFTs. Both companies claim to be exploring a new interactive approach to merchandising, but it is hard to overlook the immediate financial returns.

Other car manufacturers appear to have created NFTs more for art’s sake. For Space Time Memory, Lamborghini worked with Swiss artist Fabian Oefner to create a series of 600-million-pixel images of a Lamborghini Aventador Ultimae disintegrating as it escapes the earth’s atmosphere. Oefner’s work, which often depicts iconic cars exploding, has huge appeal in itself, but the Italian marque sweetened the deal by packaging the QR codes for the NFTs in Space Keys made from carbon-fibre pieces that had been sent to the International Space Station. The NFTs raised almost $660,000 at auction, further demonstrating the potential of these digital revenue streams.

Rolls-Royce, on the other hand, created its first NFT to speak directly to its younger, “rule-breaking” Black Badge fan base. To promote the launch of the Black Badge Ghost, it commissioned graphic designer Mason London – who has recently worked with Nike and the American hip-hop label Stones Throw Records – to create a one-off NFT that reflects the more artistic side of the car’s target demographic.

Yet the crown for the most innovative use of an NFT surely goes to Alfa Romeo. When it launches later this year, the Tonale SUV will be the first car on the market to come with an NFT, capable of storing vehicle data such as service history on the blockchain – in order (hopefully) to maximise the car’s resale value. You might not get a digital artwork, but it does sound pretty nifty.

Right: Swiss artist Fabian Oefner created this NFT for Lamborghini

Leading car marques are latching on to the NFT trend, teaming up with artists to create desirable digital collectibles – from a virtual McLaren F1 car to a disintegrating Lamborghini Aventador

Words by Alex Moore