The Lamborghini Lanzador Is on Roblox, Years Before It's Supposed To Hit the Streets

The Lanzador joins the immersive virtual world on Roblox in the Lamborghini Lanzador Lab: The Official Design and Drive Experience. The global platform allows over 70 million daily active users from over 180 countries around the world to experience driving the high-performance model firsthand. The fastest growing age group on the Roblox platform is 17 to 24 years old.

Visitors can discover the futuristic design and technology of the Lanzador years before it even hits the streets. They will be able to customize it and drive it in the virtual world as Lamborghini places it in the metaverse.

It is, according to Christian Mastro, Marketing Director of Automobili Lamborghini, an unprecedented way of experiencing the concept car with more than one megawatt of peak power. By transferring the model into the digital world, the Sant’Agata Bolognese-based brand is trying to reach a whole new generation of fans.

Users are not only going into a traditional 3D gaming space to find out what the Lanzador can do. They are also getting the chance to learn about the history of Lamborghini and explore a virtual replica of the Automobili Lamborghini museum.

They will be able to design and customize their own digital Lanzador with the help of the Ad Personam customization program. They will also be able to compete in virtual racing time trials with the car that they digitally build themselves.

In the metaverse, visitors will also be able to purchase digital items and accessories for their avatars. A racing helmet, a backpack, beanies, and hats are on the menu.

The die-hard fans can get the limited-edition Automobili Lamborghini Bull Head. Only three are available for sale, each for the price of 1.5 million Roux, the Roblox digital currency. Those who buy it will also receive a custom In Real Life experience to visit the Lamborghini headquarters in Sant’Agata Bolognese in Italy.

The visit will include a tour of the Museo Automobili Lamborghini and of the Ad Personam Studio. That is where they will see the Lanzador concept car with their own eyes, outside the digital world. Listing the production lines will also be included in the program of the VIP reward.

The Lamborghini Lanzador, with the name carried over from a victorious fighting bull from Spain, is powered by two electric motors, one on each of the axles. The two of them combined generate a total output of one megawatt, translating into 1,341 horsepower or 1,360 metric horsepower.

The concept car previews a production model, which is set to arrive sometime in 2028 as the brand’s first electric vehicle.