The highly anticipated Lamborghini Lanzador, set to debut in 2028, has made an early appearance in the digital realm through a new virtual experience on the online game platform Roblox. This collaboration showcases Lamborghini’s commitment to engaging with a new generation of fans and highlighting its leadership in both the physical and digital realms, according to Christian Mastro, Lamborghini’s marketing director.
Roblox allows users to create and play games, and Lamborghini’s Lanzador Lab offers a unique 3D experience where players can explore the upcoming grand tourer. The immersive environment allows users to design and customize their own digital Lanzador using Lamborghini’s Ad Personam personalization program.
Players can then engage in virtual time trials, racing their customized Lanzador. Additionally, the virtual experience includes an exploration of a digital replica of the Lamborghini Museum, providing users with more information about the automaker.
To enhance the gaming experience, players can purchase digital items for their online avatars, including a racing helmet, backpack, beanies, and hats. Lamborghini is also offering three limited-edition Lamborghini Bull Heads for 1.5 million Robux (approximately $6,000). Those who acquire the Bull Heads will receive an exclusive invitation to Lamborghini’s headquarters in Sant’Agata Bolognese, Italy.
The VIP experience includes a tour of the Lamborghini Museum, the Ad Personam Studio, and the factory lines. Participants will have the opportunity to see the physical Lanzador concept car and learn more about its features.
Described as an “ultra GT,” the Lanzador is a sleek grand tourer with significant ground clearance, promising the performance of a supercar combined with the everyday versatility of the Urus. The powertrain features two electric motors, one on each axle, ensuring permanent all-wheel drive and a peak power output exceeding one megawatt (approximately 1,340 horsepower).
While the details on the battery’s range remain unclear, the Lanzador is expected to offer long-range capabilities. However, in the virtual world of the metaverse, driving enthusiasts can enjoy unlimited range.
Lamborghini’s foray into the digital realm through Roblox reflects a strategic move to engage with a broader audience, providing enthusiasts with an early and interactive glimpse into the forthcoming Lanzador.
This collaboration underscores the intersection of traditional automotive excellence and the evolving landscape of digital experiences, creating a bridge between the physical and virtual realms for fans and potential customers alike.
