In a unique marketing twist, Rockstar Games has heavily modified vehicles to look like their Grand Theft Auto 6 counterparts and unleashed them through the streets of Miami, Florida. The biggest release of 2026 is just about 1 month away and ROckstar has seemingly ramped up its marketing efforts for Grand Theft Auto 6, bringing iconic franchise cars to the real streets of Miami.
With Grand Theft Auto 6 being set in a fictional location called Leonida, Rockstar has naturally looked towards the southern part of Florida for marketing purposes. However, despite Leonida being clearly based on locations like Miami and the Florida Keys, Rockstar hasn’t faced unanimous support for its marketing attempts in the region. Miami-Dade County Commissioner Juan Carlos Bermudez and Sheriff Rosie Cordero-Stutz initially opposed a potential marketing deal with city officials due to the GTA franchise’s close association with criminal activity. However, it seems the deal was eventually completed as Rockstar’s GTA 6 marketing campaign has taken on a new phase on the streets of Miami.
Rockstar Mods Real Life Cars to Look Like GTA 6 Counterparts
Earlier this week, fans began seeing unique-looking cars driving through Miami. Interestingly enough, the brightly colored vehicles had GTA 6 Leonida license plates and kept within a convoy. Fans noticed a number of iconic Grand Theft Auto vehicles within the convoy including a McLaren that was modded to look like a real-life Progen Emerus, a Lamborghini Huracan with Vice City Police Department liveries, as well as real world versions of the Cheetah, the Coquette D10, the Tempesta, and the Manana.
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Reaction to the vehicles roaming around Miami has seemingly been positive, with many impressed by the lengths that Rockstar and Take-Two have gone to market the game. Many social media accounts have begun posting clips of the cars, including ONLY in DADE, which took the opportunity to film each of the cars stopped at a local Shell gas station. Another clip from X user Ben saw the convoy riding around the streets, getting a good look at a number of the Vice City liveries being used.
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Considering how massive the GTA 6 launch is expected to be next month, it shouldn’t be too surprising that Rockstar and Take-Two are pulling out all the stops to market the game. However, unlike most AAA games, Take-Two comes at things a little differently than simple ads. It all started in August when the company announced a special GTA 6 Extended Look exclusively on Netflix, which managed to pull in over 30 million views. The company has been particularly active within the Miami region, with much of the payments seemingly going towards helping to fund city projects.
It’s not just the marketing team that has been active in southern Florida, however, as the development team conducted research trips to get a better sense of the culture and lifestyle. In an interview, head of development, Aaron Garbut confirmed that Rockstar Games traveled around Florida with police and gang members to record the sights and sounds, while also learning about the places and experiencing the stories they had to share. The Florida research trips for GTA 6 should help make the game feel more authentic, even though it takes place in fictional locations like Vice CIty and the Leonida Keys.
- Released
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November 19, 2026
- ESRB
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Rating Pending – Likely Mature 17+
