This study examines the impact of the Metaverse on automotive retail, focusing on customer interaction and practical implementation. A field experiment has been conducted in collaboration with a car dealership in Germany. Actual customers could experience selected vehicle models in a Metaverse environment. Data were collected by technical means from the virtual environment platform and through surveys. The results show that a broad range of users has visited the Metaverse experience regarding age groups and gender. The survey results indicated that users had a reasonably good user experience. However, the Net Promoter Score was in a lower, still positive, range. This might be due to several challenges that need to be addressed to leverage the potential of the Metaverse fully. These include technical hurdles, such as robust infrastructure, reliable internet connectivity, and performance improvements to enable more realistic representations of vehicles on display. Overall, the findings suggest that the Metaverse offers substantial benefits for automotive retail, including improved customer experiences and the potential for innovative marketing strategies.