Formula 1 Introduces LEGO Cars for American Fanbase Engagement

Formula 1 is shaking things up with an innovative approach to engage its American fanbase. Instead of the traditional driver parade truck, bespoke LEGO cars have been introduced for the Miami Grand Prix. Each team has a fully driveable, near-full scale LEGO replica that the 20 drivers will use to complete the parade lap before Sunday’s race.

LEGO Replicas Built with Precision and Team Colors

These cars have been built as closely as possible to their real-life counterparts, using nearly 400,000 LEGO bricks. Each car is in the individual colors of the teams, with the correct livery and corresponding sponsors included.

The cars will complete a full 5.4km lap of the Miami Gardens track as part of Formula 1’s multi-year partnership with LEGO, announced in September. Speaking at the time, Julia Goldin, LEGO Group chief product and marketing officer, said: “At the LEGO Group, we have a proud history of recreating many F1 cars in LEGO brick form in the past. This new partnership will bring the spectacle of this sport even closer to all fans.

The drivers seemed impressed by the LEGO machines as they made their way onto the grid following a downpour. George Russell joked about using them as “bumper cars,” while some attempts at overtaking were made, reflecting the competitive nature of the drivers. Lewis Hamilton said, “That was the most fun drivers parade we’ve ever had, some dirty driving, it was great fun.

LEGO F1 Speed Champions Range Inspires Creation

Based on the LEGO F1 Speed Champions range, each car was created by a team of 26 designers and engineers at the company’s Kladno site in the Czech Republic. Stay tuned for the latest news, expert analysis, photos, and videos about the Miami Grand Prix. Join our watch along on Race Center Live by signing up here.