Rockstar’s wild marketing push for GTA 6 is well underway, with the latest seeing modded cars cruising around Miami. The GTA 6 developer pimped out some real-world vehicles to look like their in-game counterparts and showed them off around The Magic City.
The cars rocked Leonida license plates — the plates you’ll see in the game’s fictionalized Florida — and drove around in a tight convoy, with a VCPD-liveried Lamborghini police vehicle in the mix. There was also a McLaren, kitted out to look like a real life Progen Emerus.
Other looks included real-life takes on the Cheetah, the Coquette D10, the Tempesta, and the Manana. I can’t even imagine how much this cost to put together.
Rockstar Games appear to be marketing #GTAVI in Miami with a street car showcase, featuring Leonida licence plates and a VCPD-liveried Lamborghini 👀
— ben (@videotech) October 16, 2026
Sources: https://t.co/2yW2dNONpm / @WillMacGTA https://t.co/xLU4lWGoTY
“That Vice City Police Huracan is FIRE,” said one X / Twitter user. “Miami is so unserious for turning a game launch into a city-wide event like this is just a normal Tuesday for them,” said another.
Sentiment across social media is mostly positive, with players impressed by the creativity of GTA 6’s launch marketing. So far, it’s definitely been a step up from what we usually see from triple-A studios, and more over the top than any movie promotion I can remember in recent years.
Local news page Only in Dade got a look at some of the vehicles parked up at a gas station as the Goodyear blimp, featuring its own GTA 6 advertisement, hovered in the distance. PlayStation reminding players GTA 5 is leaving PS Plus soon kinda pales in comparison.
Rockstar developers traveled across Florida on GTA 6 research trips to portray the state as authentically as possible in its satire-laden recreation of Miami and the surrounding areas. CBS news recently did a segment on GTA 6, astonished by how accurately the game captures the city.
Elsewhere, the Australian government put out a graphic that informed citizens of their rights for requesting time off work when GTA 6 launches next month. All while Rockstar has been taking over Miami in its big marketing push leading up to launch.
Some Miami officials have expressed concern over the studio’s influence, with Rockstar taking over beaches and collaborating with local NBA team the Miami Heat. The marketing machine is at full tilt now, right up to when GTA 6 launches for PS5 and Xbox Series consoles on November 19.
It's been a busy week for GTA 6. We've got a report on what sounds like the end of Cyberleek, details of GTA 6’s sweat system, and confirmation GTA 6 is eligible for The Game Awards 2026.