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Mclaren Automotive

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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 McLaren Ford 1974 E Fittipaldi 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 .
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