Vice City is leaking into the real world. With just over a month left until launch, cars styled after Grand Theft Auto VI's fictional vehicles have been spotted driving through Miami in convoy — complete with Leonida license plates.
The sightings come from photos shared by andrewblakeames on Instagram (via GTASixInfo on X), which show the rolling showcase up close: a real-life Coquette wearing a Vice City-style wrap and a Leonida plate, driving alongside a Lamborghini finished in Vice Beach Police livery. The Coquette is Rockstar's long-running stand-in for the Chevrolet Corvette, and the police supercar mirrors the high-end machines the series has always modeled on real Lamborghinis without using the brand itself.
Other onlookers captured more of the fleet. A McLaren was dressed to echo the in-game Progen Emerus, with further cars styled after the Cheetah, the Coquette D10, the Tempesta and the Manana, all running Leonida plates in tight formation. The convoy was later seen parked up at a gas station while the Goodyear blimp — itself carrying GTA 6 branding — floated overhead.
The cars are the street-level layer of a marketing campaign that is steadily turning Miami into its game's real-life twin. A Vice City blimp has been flying over the city, branded beach chairs and umbrellas have been dispatched to South Florida beaches, and the Miami Heat will play one game rebranded as Vice City under a Kaseya Center deal reportedly worth $975,000. The push extends beyond Florida, with major ads also appearing in Chicago and New York.
It is an unusually physical campaign for a game launch. Rather than billboards alone, Rockstar is putting the fantasy in traffic — the Coquette, the series' Corvette analog, has been a Grand Theft Auto staple since Grand Theft Auto IV, and the Emerus, Cheetah and Tempesta are the kind of poster cars players will chase first in Leonida. Seeing them with Leonida plates, in the city Leonida is based on, turns an ordinary sighting into a photo that spreads itself.
The anticipation underneath it all is just as outsized: anticipation for the launch has reportedly reached the point of workers booking days off well in advance of November 19. With five weeks still to go, more of these stunts are expected as the campaign builds toward release day.
The timing is deliberate. Rockstar released Grand Theft Auto VI's launch trailer on Thursday, and every stunt since has fed the same loop: the game's Leonida is a fictionalized Florida, so marketing it in Florida itself blurs the line between the two. Not everyone locally is thrilled — some Miami officials have pushed back on the portrayal — but the spectacle is doing exactly what it was built to do, dominating social feeds a month out from release.
Grand Theft Auto VI launches November 19 on PlayStation 5 and Xbox Series X|S, with pre-loading beginning November 12.
