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 1974 – First Drivers' and Constructors‘ Championship win 1980 – McLaren Racing is formed with 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 1972 Bruce McLaren 1967 Y.Dalmas, 1995 1974 1976 JJ Lehto, McLaren TAG- 1984 J. Rutherford 1974 1968 1984 M.Sekiya 1985 1985 J. Rutherford 1976 Bruce McLaren 1969 McLaren 1988 1986 Denny Hulme 1970 1989 1971 Alain Prost 1988 1990 Ayrton Senna 1989 1991 1990 Mika Hakkinen 1991 McLaren 1998

Mercedes 1998 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 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 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 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