Mercedes-Benz has joined the Aura Blockchain Consortium of luxury brands as a founding member.

The goal of the consortium is to “raise standards in innovation, transparency, and blockchain” technology, whilst increasing trust in the brands’ sustainable practices and product sourcing.

The car manufacturer said that the group will give it access to “ready-to-use, cutting-edge blockchain and NFT technology” and enhance the digital luxury industry.

The company is the only automaker in the consortium, other founders include: LVMH; Prada Group; Cartier; and the OTB Group.

Mercedes-Benz added that the consortium will enable it to create its own digital artwork NFTs. It revealed that digital art will become an important feature in the company’s future by helping to support its strategic approach of bridging the gap between physical and digital products.

“As a design team we consistently strive to pair beauty with the extraordinary in all dimensions,” said Gorden Wagener, chief design officer of Mercedes-Benz Group AG. “Therefore we are pushing our digital luxury ambition with Crypto Art, as a new expression of our style and creativity.

“We use digital art to create desire in-car and beyond. Incorporating it into the UI/UX is one future opportunity to differentiate the Mercedes-Benz luxury experience through the joy of the unexpected. It offers exciting potential for our design approach to exceed customer expectations with extraordinary and surprising elements – we call it the X-Factor.”

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