The Lamborghini Lanzador debuts in 3D on the Roblox platform

The electric Ultra GT from the Sant'Agata Bolognese company available for an immersive virtual experience years before it arrives on the roads

Lanzador: Automobili Lamborghini's electric supercar is on Roblox, a 3D immersive platform
Automobili Lamborghini launched the “Lanzador Lab: The Official Design and Drive Experience” on Roblox, the immersive 3D platform for communication and connection

An innovative virtual experience involves a leading brand in the automotive sector and, in particular, in the supercar segment.

The initiative is from Automobili Lamborghini, which intended to launch its own "Lanzador Lab: The Official Design and Drive Experience” on Roblox, the immersive platform for communication and connection.

This virtual and exclusive 3D experience allows over 70 million daily active Roblox users to immerse themselves in the world of Lamborghini, experiencing firsthand the future of high-performance driving.

In the exclusive and engaging three-dimensional virtual activity, members can explore the design and cutting-edge technology of the Lanzador, the fully electric Ultra GT from Automobili Lamborghini.

All this happens years before the Emilian racing car hits the streets in the real world.

Through customizable features and interactive components, Lamborghini enters the Metaverse with its signature innovation and style.

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Lanzador: Automobili Lamborghini's electric supercar is on Roblox, a 3D immersive platform
Automobili Lamborghini launched the “Lanzador Lab: The Official Design and Drive Experience” on Roblox, the immersive 3D platform for communication and connection

A range of users aged between 17 and 24 to be able to anticipate the near future

The Roblox platform, with a range of users aged between 17 and 24, allows Lamborghini to interact with a dynamic and diverse audience, which represents the perfect stage to show the commitment of the House of Sant'Agata to innovation and the future of digital luxury.

With over 180 countries in its reach, Roblox allows you to connect with fans around the world and offer an authentic and exclusive Made-in-Lambo experience in the Metaverse.

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“We are thrilled to introduce Lanzador on Roblox and offer international audiences the chance to interact with Lamborghini in an unprecedented way by experiencing the new electric motor with over 1 MW of power,” says Christian Mastro, Marketing Director of Automobili Lamborghini.

“This collaboration celebrates our commitment to reaching a new generation of fans and showcasing our brand leadership in both the digital and real-world realms.”

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“It's great to see the Lanzador Design Lab and Lamborghini design code within the Roblox experience – it's pushing it towards an even younger generation”, adds Mitja Borkert, Design Director of Automobili Lamborghini.

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Lanzador: Automobili Lamborghini's electric supercar is on Roblox, a 3D immersive platform
Automobili Lamborghini launched the “Lanzador Lab: The Official Design and Drive Experience” on Roblox, the immersive 3D platform for communication and connection

A truly unique tool for learning about the brand's rich history and design DNA

The immersive Automobili Lamborghini experience on Roblox goes beyond traditional platforms, providing users with a 3D virtual space to not only experience the performance of the Lanzador in a completely new way before anyone else, but also learn about the rich history and DNA of brand design.

Users can explore a virtual replica of the Lamborghini Automobili Museum, design and customize their own digital Lanzador through the Emilian brand's Ad Personam customization program, and compete in virtual time trials with their own customized car.

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Lanzador: Automobili Lamborghini's electric supercar is on Roblox, a 3D immersive platform
Automobili Lamborghini launched the “Lanzador Lab: The Official Design and Drive Experience” on Roblox, the immersive 3D platform for communication and connection

From virtual to limited edition bull heads, to factory and museum visits as a VIP

The experience also includes digital items and Automobili Lamborghini accessories, which fans can acquire or purchase for their avatars, including a racing helmet, backpack, caps and hats.

For “ultra Lamborghini fans,” the experience also offers a luxury item: a limited edition Automobili Lamborghini bull head.

With just three of these available for sale, each item will be offered at 1,5 million robux (Roblox's digital currency) and the three buyers will additionally receive a personalized "real life" experience and visit the Automobili Lamborghini headquarters in Sant'Agata Bolognese, Italy.

The VIP prize will also include a tour of the Automobili Lamborghini Museum and the Studio Ad Personam, where you can see the Lanzador concept car in person and learn more about it with a guided tour of the production lines.

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Thus the Lamborghini Lanzador debuts in 3D on the Roblox platform

Lanzador: Automobili Lamborghini's electric supercar is on Roblox, a 3D immersive platform
Automobili Lamborghini launched the “Lanzador Lab: The Official Design and Drive Experience” on Roblox, the immersive 3D platform for communication and connection