Lamborghini’s all-electric Ultra GT is some years from arriving in showrooms but the public can get an idea of it today at the Lamborghini Lanzador Lab: The Official Design and Drive Experience on Roblox.
Launched earlier this month by the sportscar maker, the immersive virtual experience is a global immersive platform for communication and connection. This unique virtual 3D experience allows over 70 million daily-active Roblox users to enter the world of Automobili Lamborghini, experiencing the future of high-performance driving firsthand.
The experiences on Roblox go beyond traditional gaming, providing users with a virtual 3D space to not only experience the performance of the Lanzador – which is the name given to the future model – but also to learn about the brand’s rich history and design DNA.
Users can also explore a virtual replica of the Automobili Lamborghini museum, design and customize their own digital Lanzador via Lamborghini’s Ad Personam personalization program, and compete in virtual racing time trials with their ‘own’ customized car.
Before its first fully electric model, Lamborghini plans to electrify its entire product range by the end of 2024. The company is investing more than 1.9 billion euros over 4 years for the conversion to hybrid technology, the largest investment in its history.