LEGO Cars Rev Up Excitement at the Miami Grand Prix
Miami, FL – In a bold move to engage American fans, Formula 1 showcased bespoke LEGO cars instead of the traditional driver parade truck during the Miami Grand Prix. Each of the 20 drivers participated in a parade lap aboard fully drivable LEGO replicas, which were designed to reflect their real-life counterparts with remarkable accuracy.
Crafted from approximately 400,000 LEGO bricks each, these life-sized cars feature individual team colors, liveries, and sponsor logos. In conjunction with F1’s multi-year partnership with LEGO, the parade lap covered 5.4 kilometers of the Miami Gardens circuit.
Julia Goldin, Chief Product and Marketing Officer at LEGO Group, emphasized the partnership’s goal to enhance fan engagement: “This new collaboration will help bring the spectacle of this sport even closer to all fans, celebrating their passion in immersive ways.”
The LEGO vehicles, weighing in at 1,000 kg and powered by electric units capable of reaching speeds up to 20 kph on authentic Pirelli tires, added a unique twist to the annual event. Drivers expressed their enthusiasm during the parade, with George Russell humorously suggesting they could use the cars as "bumper cars." Lewis Hamilton remarked on the lively atmosphere: "That was the most fun drivers parade we’ve ever had…some dirty driving, it was great fun."
Max Verstappen noted, "[The LEGO trucks] were a bit slow on top speed," but pointed out the novelty added to the event’s charm.
The LEGO creations, based on the F1 Speed Champions range, were the result of a collaborative effort among 26 designers and engineers at LEGO’s Kladno facility in the Czech Republic.
As F1 continues to innovate in its outreach to new audiences, the incorporation of LEGO elements has provided a fresh and interactive layer to one of motorsport’s premier events.
