Street Fighter’s iconic Bonus Stage car has been rebuilt by insurer The General as part of a new brand activation.
The US motor insurer is harnessing gaming nostalgia and the upcoming Street Fighter film to raise brand awareness among younger audiences.
Chauncey Citchens, director of marketing at The General, said the project was designed to give one of gaming’s most recognisable vehicles a second chance.
“Our partnership with Street Fighter gave us an unexpected way to bring that promise to life by taking a car fans have spent decades beating up, giving it a fresh start and ultimately putting the keys in the hands of one lucky fan,” he said.
The insurer has recreated the famous car from Street Fighter II’s Bonus Stage, where players earn points by smashing a parked vehicle, and unveiled the full-size build at ComplexCon in Los Angeles.
One winner will receive the restored vehicle along with a cash prize of $25,400.69 through a sweepstake running until 18 November.
Designed to mirror the pixelated car seen in the game, the vehicle features custom pixel-style upholstery, leather seats, upgraded speakers and a coin-slot inspired seat warmer.
The project was led by Dennis McCarthy, founder of Vehicle Effects and the Hollywood car builder best known for his work on the Fast & Furious franchise. He said the challenge was to faithfully recreate a vehicle instantly recognisable to generations of gamers while making it roadworthy.
The activation forms part of The General’s wider partnership with the Street Fighter franchise, which also includes an advertising campaign featuring WWE star and actor Joe “Roman Reigns” Anoa’i in the role of Akuma.
The campaign has been timed to coincide with the release of the new Street Fighter film, which is scheduled to reach cinemas on 16 October.
The move reflects a broader trend of insurers using gaming, entertainment and popular culture partnerships to connect with younger consumers.
The General, which specialises in non-standard motor insurance, became part of Sentry Insurance following a $1.7bn acquisition completed in 2025, strengthening its position in the US auto insurance market.