mclaren automotive - luxury daily honda 1988 1985 mclaren tag- 1984 ... in 1999 mclaren automotive...

Strictly Private & Confidential

McLaren Automotive

Luxury Retail Summit – September 18, 2013


Today’s Talking Points

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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


Who Is McLaren Automotive? McLaren Racing

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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


Only race team to win Formula One, Indianapolis 500, Can-

Am and Le Mans championships

3 Titles 5 Titles 1 Title

Constructors

Champions

Drivers

Champions

8 Titles 12 Titles

Indy 500

Champions

Can-Am

Champions

1998 McLaren

Mercedes

1991

1990

1989

1988 McLaren Honda

1985

1984 McLaren TAG-

Porsche

1974 McLaren Ford

1976 J. Rutherford

1974 J. Rutherford

1972 Mark Donohue

1971 Peter Revson

1970 Denny Hulme

1969 Bruce McLaren

1968 Denny Hulme

1967 Bruce McLaren Y.Dalmas,

JJ Lehto,

M.Sekiya

1995 E Fittipaldi

James Hunt

Niki Lauda

Alain Prost

Ayrton Senna

Alain Prost

Ayrton Senna

Mika Hakkinen

Lewis Hamilton

Le Mans

Champions

1998

1991 1990 1989 1988

1986

1984

1974

1985

1976

1999

2008

Who Is McLaren Automotive? Our Heritage


Who is McLaren Automotive? Timeline

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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).

Strictly Private & Confidential 7

Who is McLaren Automotive?

McLaren Technology and Production Centres


Who is McLaren Automotive? McLaren Technology Centre


Who is McLaren Automotive? McLaren Production Centre


McLaren Automotive: The launch of the company

EVOLVING AN F1 COMPANY INTO A ROAD CAR BUSINESS

TRANSITION THE BRAND

DESIGN, DEVELOP, TEST & PRODUCE SET UP A GLOBAL DISTRIBUTION

DEVELOP THE INFRASTRUCTURE


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

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McLaren Automotive: How did we launch?


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

Defining Current Customers Who are they?

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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

Defining Current Customers What do they expect?

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2010

LUXURY

LIFESTYLE

BUYERS

Global supercar brand

2015

FUTURE BUYERS

Global luxury brand

2020

AUTOPHILES

A racing company that makes sports

cars

Customers Future Vision


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

OBJECT OF AFFECTION “NICE TO HAVE”

OBJECT OF DESIRE “HAVE TO HAVE”

GUIDING PRINCIPLE:

Effective Marketing Strategic Approach


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

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Effective Marketing Goals


http://www.worldcarfans.com/112092748782/mclaren-p1-debuts-in-paris-late-2013-launch-confirmed/lowphotos


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)


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


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


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


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.

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

Effective Marketing Partnerships


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.

Effective Marketing Televison Coverage


Effective Marketing Lifestyle Press


Effective Marketing Automotive Press


Strategically select the best long-term dealership partners. Selection process is critical.

Avoiding adding dealership points in order to achieve a short term sales objectives.

This cannot be reversed.

Our role is to help support the dealership network but a two way relationship is needed

Be fair but tough, be prepared to make unpopular rules / policy. Make rules / policy based upon what is best for the brand and the market not ego

Believer in objective based support and supporting those that support the company.

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Role of Franchise Dealerships Representing the Brand


Perception is reality

Demand exceeding supply. Wait-lists.

Exclusive without arrogance. Must be engaged and accessible.

Unlike other industries the secondary market plays a key role in the success of the brand

Brand must have the ‘cool factor’

Unprecedented level of customer service

Fewer but targeted events. Target marketing more important than mass marketing

Influencers are important but they can also be positive one day and negative the next.

Blogs can create rumors and speculation. Negative press spreads faster than positive press

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Key Success Factors Principals


TELLS A THOUSAND STORIES HAS A THOUSAND STORIES TO TELL

Key Success Factors Brand Image


What is next? Watch this space…

www.cars.mclaren.com

http://www.cars.mclaren.com/

mclaren automotive - luxury daily honda 1988 1985 mclaren tag- 1984 ... in 1999 mclaren automotive...

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