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Mclaren Automotive McLaren Automotive Luxury Retail Summit – September 18, 2013 Strictly Private & Confidential Today’s Talking Points . Who is McLaren Automotive? How did we launch a new company in a well-established marketplace. Defining McLaren Customers: Who are they? . Marketing that is most effective to reach the McLaren customer and outlets that work best . The dealership network .Key Success Factors 2 Strictly Private & Confidential Strictly Private & Confidential Who Is McLaren Automotive? McLaren Racing 1963 – Bruce McLaren Motor Racing is formed 1968 – Maiden F1 Victory in Belgium Grand Prix 1970 – Bruce McLaren killed in testing accident at Goodwood 1972 – McLaren wins Indianapolis 500 1974 – First Formula One Drivers' and Constructors‘ Championship win 1980 – McLaren Racing is formed with Ron Dennis as Managing Director 1986 – McLaren Marketing is formed 1989 – McLaren Cars is formed 1989 – McLaren Electronic Systems is formed 1995 – Debut win at Le Mans 24 Hours 2004 – McLaren Applied Technologies is formed 2011 – McLaren Production Centre opened 4 Strictly Private & Confidential Who Is McLaren Automotive? Our Heritage Le Mans Constructors Drivers Indy 500 Can-Am Champions Champions Champions Champions Champions 8 Titles 12 Titles 3 Titles 5 Titles 1 Title E Fittipaldi McLaren Ford 1974 Mark Donohue 1972 Bruce McLaren 1967 Y.Dalmas, 1995 James Hunt 1974 1976 JJ Lehto, McLaren TAG- 1984 Niki Lauda J. Rutherford 1974 Denny Hulme 1968 1984 M.Sekiya Porsche 1985 Alain Prost 1985 J. Rutherford 1976 Bruce McLaren 1969 McLaren Honda 1988 1986 Denny Hulme 1970 Ayrton Senna 1989 Peter Revson 1971 Alain Prost 1988 1990 Ayrton Senna 1989 1991 1990 Mika Hakkinen 1991 McLaren 1998 Mercedes 1998 Lewis Hamilton 1999 2008 Only race team to win Formula One, Indianapolis 500, Can- Am and Le Mans championships Strictly Private & Confidential Who is McLaren Automotive? Timeline .Established as McLaren Cars in 1989 to produce leading edge vehicles leveraging all of the experience and technology available to the McLaren Group. .The company's debut vehicle, the iconic McLaren F1 road car, was produced in 1994 and was until recently the fastest-ever production road car. .In 1999 McLaren Automotive entered into an agreement with Daimler to design, develop and manufacture the Mercedes-Benz SLR McLaren sports car which was launched in 2003. .McLaren Automotive was re-launched in 2011 and continues to design and build new products having launch the McLaren 12C (2011), 12C Spider (2012) and the McLaren P1TM (2013). 6 Strictly Private & Confidential Who is McLaren Automotive? McLaren Technology and Production Centres 7 Strictly Private & Confidential Who is McLaren Automotive? McLaren Technology Centre Strictly Private & Confidential Who is McLaren Automotive? McLaren Production Centre Strictly Private & Confidential McLaren Automotive: The launch of the company DESIGN, DEVELOP, TEST & PRODUCE SET UP A GLOBAL DISTRIBUTION TRANSITION THE BRAND DEVELOP THE INFRASTRUCTURE EVOLVING AN F1 COMPANY INTO A ROAD CAR BUSINESS Strictly Private & Confidential McLaren Automotive: How did we launch? . Started with a clean sheet of paper . Created a distinct identity… being different / unique in every aspect . Don’t reinvent the wheel…..instead refine it . Leverage McLarens racing history and heritage . Leverage McLarens history as innovators . Built a strong experienced internal team . Strategically selected the best dealership partners in the key markets . Think outside the box. Adaptable and open to changing directions . Put egos aside . Learned from mistakes. Quickly! . Remain Humble 11 Strictly Private & Confidential Defining Current Customers Who are they? . Typically male . High Net Worth Income individuals with annual incomes exceeding $1M . Typically in the age range of 40-65 . Sports car enthusiasts having owned other sports cars . Executives of Entrepreneurs . Racing enthusiasts both fans and participants . Fan of the brand 12 Strictly Private & Confidential Defining Current Customers What do they expect? . Superior Performance / Superior Handling . State of the art Technology . High level of Quality / Reliability . Solid / strong brand name. Longevity in the market. The product to be in High demand. Highly sought after. Difficult to obtain . Considered prestigious and luxurious . Strong Residual Value . Purchase must be validated . Product will represent a gift for oneself 13 Strictly Private & Confidential Customers Future Vision 2010 2015 2020 LUXURY AUTOPHILES LIFESTYLE FUTURE BUYERS BUYERS A racing company that makes sports Global supercar brand Global luxury brand cars 14 Strictly Private & Confidential Effective Marketing Strategic Approach THE PATH TO OWNERSHIP IS PAVED BY AN ONGOING BRAND AND PRODUCT DIALOGUE. AWARENESS CONSIDERATION OWNERSHIP - MEDIA (ALL) - DRIVE EXPERIENCE - PURCHASE RATIONALIZATION - AUTO SHOW - PRODUCT RESEARCH - FAMILY/PEER APPROVAL - ADVERTISING - PERSONAL INTERACTION - TANGENTIAL BENEFITS - DISPLAY - OWNER ENDORSEMENT - SERVICE SATISFACTION - EVENT EXPERIENCE - COST/VALUE EVALUATION - RESIDUAL VALUE - WEB/SOCIAL - LIFESTYLE/FUNCTIONAL FIT - EVANGELISM GUIDING PRINCIPLE: OBJECT OF AFFECTION OBJECT OF DESIRE “NICE TO HAVE” “HAVE TO HAVE” Strictly Private & Confidential Effective Marketing Goals . Exposure and Brand Awareness . Distinguish the brand . Highlight the desirability of the product / brand . Identify targeted prospects . Become a consideration and understand the barriers . Keep events exclusive . Quantify our events 16 Strictly Private & Confidential 17 Strictly Private & Confidential Multi-market driving program DRIVING EVENT EVENT : ROAD AND ON-TRACK DRIVING PROGRAMS MARKET REACH: MAJOR METRO’S THROUGHOUT NORTH AMERICA ATTENDANCE: 500-800 EST. GUESTS (+ MEDIA) GOALS: . DEVELOP A DRIVING PROGRAM TO GET PROSPECTIVE CLIENTS BEHIND THE WHEEL . PROFESSIONAL DRIVERS HIGHLIGHT THE KEY PERFORMANCE FEATURES OF THE VEHICLE . CO-FUNDED BETWEEN RETAILERS AND MCLAREN NORTH AMERICA . HIGH ROI EXPECTATIONS; FORMAL FOLLOW-UP PROCESS VIA SURVEY AND BY RETAILERS Summary: _____________________________________________________________________ Event dates: Friday & Saturday, Aug. 16-17 Fleet: Two units – 12C Spider Total prospect drives: 34 Surveys: 27 (79% responder rate) Hot Leads: 10 (37% of respondents requested post-event dealer contact) Strictly Private & Confidential P1 Preview / Unveil Events LIFESTYLE /INFLUENCER EVENT EVENT : SMALL RECEPTION UNVEILS MARKET REACH: NATIONAL ATTENDANCE: 471 (+ MEDIA) GOALS: . INVITATION EVENT EXCLUSIVE TO CLIENTS AND PROSPECTS . OPPORTUNITY TO HAVE PRIVATE APPOINTMENTS . EVENT MUST BE HELD IN AN EVENT SETTING THAT IS DESIRABLE TO OUR DEMOGRAPHICS. BUILD BRAND AWARENESS AND CREATE ANTICIPATION Strictly Private & Confidential Neiman Marcus Owner MTC Experience LIFESTYLE /INFLUENCER EVENT EVENT: NEIMAN MARCUS CHRISTMAS CATALOG MARKET REACH: GLOBAL VEHICLES OFFERED: 12 MCLAREN 12C NEIMAN MARCUS EDITION SPIDERS GOAL: . NEIMAN MARCUS CHRISTMAS CATALOGUE MOST ANTICIPATED GIFT GUIDE OF THE YEAR (CIRCULATION 1,100,000) . PROVIDE A LIMITED / SPECIAL EDITION THAT WILL BE HIGHLY SOUGHT AFTER . EXPOSURE AS A THE TODAY SHOW FEATURE . RETAILERS TO UTILIZE THEIR MARKET NEIMAN MARCUS STORES FOR IN STORE VEHICLE DISPLAYS RESULT: ALL 12 NEIMAN MARCUS EDITION VEHICLES SOLD IN LESS THAN AN HOUR Strictly Private & Confidential Movie Premiers LIFESTYLE /INFLUENCER EVENT EVENT: SPECIAL ADVANCE SCREENINGS MARKET REACH: UNITED STATES TYPE OF EVENT: BRAND HERITAGE / PIGGY BACK MARKETING GOAL: . LEVERAGE MCLARENS RACING HERITAGE TO FURHTER BUILD NATIONAL BRAND AWARENESS . LEVERAGE THE HISTORY TO HIGHLIGHT THE SUCCESS AND SUSTAINABILITY OF THE BRAND . ATTRACT MAIN STREAM LIFESTYLE EXPOSURE . HIGLHIGHT THE ‘COOL’ FACTOR Strictly Private & Confidential Effective Marketing Partnerships McLaren received a tremendous amount of PR during the E3 Video Game Conference. Unveil at Xbox briefing: As a surprise, P1 rose from the floor during the Forza briefing. The event was broadcast on Xbox Live and Spike TV. E3 Conference: P1 was displayed in Xbox’s stand. Microsoft Executives also drove 2 – Forza branded 12C Spiders during the conference. Wednesday: We brought the 12C to CarCast, Adam Carolla’s Podcast (the #1 rated podcast). Working with Xbox to help coordinate a commercial using the 12C Spider. The P1 will be featured in all in-store promotional assets. 22 Strictly Private & Confidential Effective Marketing Partnerships . Working on commercial with the 12C for an upcoming Xbox/Forza commercial . Behind-the-scenes series to appear on Gawker . Another commercial being shot for Xbox being shot with P1 to be aired in a mass media buy pre-Christmas 23 Strictly Private & Confidential Effective Marketing Televison Coverage Coupe: March This was McLaren’s first time on Top Gear America. The concept was bringing the British import to an American audience and they decided to do this by showcasing it with a Nascar race car and inviting Carl Edwards to drive. Carl Edward is to Nascar what Jenson Button is to Formula One. The show aired in March and received 1.6 million viewers Spider: September Each host got to choose which car he would most like to drive across the country and Tanner choose the 12C. This will be the season opener show which is often the most watched show. 24 Strictly Private & Confidential Effective Marketing Lifestyle Press Strictly Private & Confidential Effective Marketing Automotive Press Strictly Private & Confidential Role of Franchise Dealerships Representing the Brand . Strategically select the best long-term dealership
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