Mercedes-Benz joins the Aura Blockchain Consortium. The German company thus becomes the fifth entity and the first automaker to join the global blockchain platform dedicated to the luxury industry, made up of heavyweights LVMH, Prada, jeweler Cartier, owned by Swiss group Richemont, and Italian fashion group OTB.
Launched last year, this entity relies on the blockchain technique to guarantee, thanks to this secure digital format, the authenticity and traceability of its members’ products and creations, in order to prevent counterfeiting.
With the advent of the metaverse, the consortium has also accelerated its activities around the technical development of several NFT solutions (non-fungible tokens), always around its collaborative concept of «made by luxury brands for luxury brands».
«We are delighted to welcome Mercedes-Benz as the fifth founding member, coming from a completely new sector of the luxury industry. This is a concrete step towards our global strategy of opening doors to all sectors of the luxury industry (…) We are confident that their team will make a great contribution to our partnership,» commented Aura Blockchain Consortium secretary general Daniela Ott in a press release.
Stefano Rosso, director of BVX (Brave Virtual Xperience), the segment created by OTB to develop projects and content dedicated to the virtual world also celebrated this new arrival during his presentation at a conference.
«Mercedes-Benz is the first company in the automotive industry to join us. They are very technical and will help us push the boundaries within the consortium,» he said.
