Playing on the notion that bigger is better, and gaming is a lifestyle, Electronic Arts teamed up with Infiniti, Alpine Electronics, and Claus Ettensberger (CEC) to create a rolling state-of-the-art gaming machine and theater known as the EA Sports Ultimate Gaming Vehicle The idea was to take a luxurious SUV and stuff it full of premium AV equipment and game consoles that would put many home theaters to shame, not to mention mere showcars with their multitude of headrest displays. UGV is built on a pre-production Infiniti QX56, powered by a 5.6-liter V-8 DOHC engine. Most noticeable is the rear seating area, with its 37-inch 16:9 flat panel LCD screen television. Innovative Audio installed a set of jumbo speakers in place of the QX56's back row of seats and pushed back the middle row to give passengers plenty of room to stretch out and play in comfort. Game console nuts will appreciate having their choice of either a Sony Playstation®2 and XBOX® game system. Alpine mobile audio equipment pumps out 1,800 watts of power driving four subwoofers and 16 tweeters and mid-ranges. EC adds 23-inch Antera chrome-plated wheels wrapped in BFGoodrich g-Force T/A KDW tires and Brembo 8-piston Gran Turismo Brake kit. For $200,000, you can have your own Ultimate Gaming Vehicle in just 90 days. VIPs and sports stars are the target markets for UGV who can roll in style while playing games; maybe they won't fumble or strike out.