While the real-world debut of Lamborghini’s highly anticipated Lanzador is slated for 2028, enthusiasts can now take a digital joyride through the high-octane grand tourer in the virtual realm.
Lamborghini has partnered with Roblox, an online game platform, to offer a unique virtual experience for car aficionados eager to explore the yet-to-be-released EV. The Lamborghini Lanzador Lab on Roblox provides an immersive 3D encounter, allowing users to delve into the world of the Raging Bull nearly five years before its official unveiling.
“This collaboration is a testament to our commitment to reaching a new generation of fans and showcasing our brand’s leadership in both the digital and physical realms,” remarked Lamborghini Marketing Director Christian Mastro.
Roblox users can navigate the digital landscape, design and customize their own virtual Lanzador using Lamborghini’s Ad Personam personalization program, and engage in virtual time trials. The experience extends beyond the vehicle itself, offering a virtual replica of the Lamborghini Museum for users to explore and gain insights into the automaker.
For added flair, gamers can purchase digital items for their avatars, including racing helmets, backpacks, beanies, and hats. Three limited-edition Lamborghini Bull Heads are also available for purchase at 1.5 million Robux (approximately $6,000). The lucky buyers of these Bull Heads will receive a VIP experience, including an invitation to Lamborghini headquarters in Sant’Agata Bolognese, Italy. The exclusive visit will encompass tours of the Lamborghini Museum, the Ad Personam Studio, and the factory lines. Participants will also get a firsthand look at the physical Lanzador concept car and insights into its features.
Touted as an “ultra GT,” the Lanzador is a sleek grand tourer with substantial ground clearance, promising supercar performance coupled with the everyday versatility of the Urus. Its powertrain features two electric motors, one on each axle, providing permanent all-wheel drive and a peak power output exceeding one megawatt (approximately 1,340 horsepower). While the exact range remains undisclosed, the high-performance battery is expected to deliver a “long range,” and in the virtual realm, range limitations cease to exist.