If you missed your chance to see the Lamborghini Lanzador at its Pebble Beach unveiling back in August, you’re in luck, as Lamborghini is now offering another way to experience the all-electric “Ultra GT”. The catch? You’ll have to do it in Roblox through the automaker’s new “Lanzador Lab.”
In what Lamborghini is calling an “immersive 3D experience,” Roblox users can explore the Lanzador in-game through “customizable features and interactive components.” Players can customize their own Lanzador via Lamborghini’s Ad Personam program, as well as use their vehicle to compete in time trials. In addition to experiencing the Lanzador, players will also be able to wander through the digital halls of the Automobili Lamborghini museum, learning about the brand’s history and design philosophy in the process.
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On top of that, Lamborghini will be offering a variety of items for players to adorn their avatars with. This includes headwear such as racing helmets, beanies, and other hats, as well as accessories such as backpacks. The most exclusive of the bunch is the Automobili Lamborghini Bull Head, which will be limited to just three units at 1.5 million Robux a piece (Robux being Roblox’s in-game currency).
The lucky three players that buy this item will be treated to a visit of Lamborghini‘s real-world headquarters in Sant’Agata Bolognese, which includes a tour of the museum, Ad Personam studio, production lines, and the physical Lanzador concept car.
Christian Mastro, Lamborghini’s Marketing Director weighed in on the collaboration, saying: “We are thrilled to present the Lanzador on Roblox and offer a global audience the chance to engage with Lamborghini in an unprecedented way experiencing the new electric engine with more than 1 MW of peak power. This collaboration is a testament to our commitment of reaching a new generation of fans and showcasing our brand’s leadership in both the digital and physical realms.”
