Chevrolet has been holding out on one remaining reveal for this week’s Detroit Auto Show. This morning the company marked the opening of the show to the public by revealing a Batmobile made entirely of Legos as part of a partnership between the brand and the upcoming “The Lego Batman Movie.”
The 17-foot long Lego car took 344,187 Lego pieces to build over a span of 1,833 hours. It is designed to look like Batman’s Speedwagon vehicle that is found in the new movie, which hits theaters on February 10th.
“To work on the LEGO® Batmobile with Warner Bros. is an absolute thrill for us at Chevy,” said Paul Edwards, U.S. vice president of Chevrolet Marketing. “Many of the themes in ‘The LEGO® Batman Movie,’ like imagination, family and community, align perfectly with our Chevy brand values and add to the value of the partnership.”
Chevrolet will be leveraging the partnership in its own ads as well. In a new take on the company’s “Real People. Not Actors” ad spots, the real people are swapped out with Lego people who are tasked with doing a psychological analysis on Batman. It’s a humorous parody on Chevy’s usual focus-group spots.
Unfortunately it doesn’t sound like you’ll be able to buy the Chevrolet Batmobile in dealerships anytime soon, so we’ll have to chalk this up to a concept car reveal for now.