The renaming of Facebook to Meta generated considerable hype, renewing interest in the metaverse, but the concept of the metaverse was created decades ago. The COVID-19 pandemic was another reason for the hype. Due to lockdown, social distancing, and other restrictions, the world’s population was partially isolated from the world outside their homes. The only possibility for contact with acquaintances was social media — hours of online meetings at work were the new standard. As with any crisis, there are winners and losers. The losers in this crunch are all stores relying on physical retail space. This sales channel had to be closed several times over the two years of the pandemic, for several weeks at a time — and sales diminished. One such sector was Switzerland’s automotive sector. Although e-business is already well established in other retail sectors, it has not yet arrived in the automotive industry. Automobiles still sell mainly on brick-and-mortar showroom. This thesis probes whether the metaverse can establish a new venue for the automotive industry in the digital age. An important aspect of this work is examining resistance towards new information technologies. With the help of a VR-Prototype, I tested whether resistance to new technologies can be reduced.