Lamborghini’s latest concept will appear in the digital world before it ever arrives in the real one.
Video games are a multi-billion dollar industry, and carmakers are taking note. Lots of them have deals to appear in games, but Lamborghini is taking this viral marketing to the next level. Lamborghini has built an entire car that can only ever be driven in the virtual world of Gran Turismo.
Gran Turismo Sport, the racing game for the Sony PlayStation 4, is by far the most popular racing game out there. It’s got tons of endorsements from the biggest car manufacturers and up until very recently was the only place you could drive a Toyota racing vehicle virtually. Now it will be home to Lamborghini’s latest concept car, the V12 Vision Gran Turismo.
The car looks unlike anything else Lamborghini has produced and that has a lot to do with its single-seat design. Built from the ground-up with Gran Turismo in mind, the car doesn't need a passenger seat since it will never have a passenger. That's why it looks a lot more like a Le Mans racer than any other supercar the Italian manufacturer has made.
It's also made without pesky rules in mind. There are no rearview mirrors since the car will never be driven on a road that needs them. Since it will only ever be driven in Gran Turismo, the designers could instead use rear-facing cameras to give the driver a view of what's behind them.
Under the virtual hood is the same powertrain that powered the Lamborghini Sián FKP 37. That's a 6.5-L V12 engine with a mild-hybrid motor for a total output of 808 hp. Top speed is 217 mph with zero to sixty taking just 2.7 seconds.
And since this car will be just for video games, Lamborghini gave it a virtual cockpit that could never exist in the real world. The driver enters through the front of the fighter jet-like canopy and then turns around to face a holographic digital display that shows all pertinent driver info. Think of it as an enormous heads-up-display.
The Lamborghini V12 Vision Gran Turismo arrives in Gran Turismo Sport for the PlayStation 4 next spring.