Ikea Taiwan has taken aim at Tesla's flying Roadster concept with a playful social media response built around a toy car and a bath towel.
The campaign uses a four-piece Lillabo toy car set priced at $12.99 alongside a Brokglim bath towel to imitate the futuristic vehicle.
Tesla had unveiled its Roadster Rocket Edition concept during a livestreamed event, showing a vehicle designed to drive up a halfpipe, perform a kickflip and descend using SpaceXAI thrusters and compressed air.
The demonstration presented the prospect of a flying sports car, though the production vehicle remains years away.
A Cheap Alternative to a Costly Concept
According to the source report by Creative Bloq, the production car is not expected before at least 2028.
Its road legality remains uncertain, and reservations are reportedly available only by invitation with a deposit of $500,000.
The reservation agreement explicitly states that delivery is not guaranteed.
Ikea Taiwan's arrangement imitates the flying Roadster concept while presenting a much less expensive option for a home setting.
The company's Instagram post described the setup with the phrase "Real life, baby," echoing the caption used in Tesla's own post, before adding "Safe, affordable."
The campaign follows a broader pattern of Ikea's marketing teams responding quickly to popular cultural and design trends.
Creative Bloq also noted the retailer's recent response to the 2026 wicker trend.
Tesla's Roadster concept was presented with a claimed 0.9-second acceleration time from zero to 60 mph.
The demonstration featured the proposed vehicle's ability to perform a kickflip and glide back to the ground, but the source report did not establish that these capabilities would be available in a production model.
Ikea's alternative relies on a toy car and towel rather than the propulsion technology presented in Tesla's concept.
The two products also differ substantially in price and intended use, with the Ikea setup designed as a playful household display rather than a road vehicle.
