Gen Z is Hyundai’s new focus of attention and the car manufacturer is showing the younger set that it understands their world. Their world is the metaverse. The brand has created a game on Roblox, Hyundai Mobility Adventure, that allows them to take virtual test drives.

(For the gaming-naive, the metaverse is a collection of digital worlds that allows users to interact via avatars, similar to a video game, across digital worlds. For example, a user could bring a Fortnite skin into the world of Minecraft.)

Hyundai Mobility Adventure will exist in beta until the official version launches in October. Hyundai will use feedback from users to improve the quality of the virtual experiences before the launch.

Hyundai Mobility Adventure will feature five theme parks that players can move between. There is central base camp, Festival Square. Future Mobility City is an ultramodern metropolis. There’s minimalist eco-forest, Racing Park. And Smart Tech Campus allows users to replicate the experiences of engineers and designers. Only the Festival Square and the Future Mobility City will be open for the beta version. Other locations will launch later this year.

“To build innovative relationships with young people, we will strengthen our virtual customer experience content for familiarising them with Hyundai Motor’s new vehicles and future mobility solutions on Hyundai Mobility Adventure, one of our next-generation CX platforms,” stated Thomas Schemera, global chief marketing officer, exec vice president and head of the customer experience division at Hyundai. “We plan to continue to use the metaverse platform for communication of Hyundai Motor’s new vehicles and future mobility solutions.”

Hyundai Mobility Adventure, is nbot the first effort by Hyundai to connect with younger audiences. It’s 2020 campaign, which launched in February featured K-pop boy band of the moment, BTS.