McLaren Automotive, the British manufacturer of luxury, high-performance sports cars, has officially launched their new global brand website at cars.mclaren.com.
The brand new portal offers an unprecedented insight into the world of the iconic British brand.
Unveiled as McLaren begins the countdown to the company’s 50th anniversary this September, the website includes exclusive content, revealing never-before-seen images and video interviews with the key people who have shaped its history.
Telling the story of the creation of the company in line with the vision of its founder, Bruce McLaren, the site takes visitors on a fascinating journey through its racing success both home and abroad. It also explores the creation of the highly sought-after McLaren F1 supercar, through to the ground-breaking 12C, 12C Spider and the McLaren P1™ shown recently at the Geneva Motor Show.
These stories are recounted by the engineers and designers who were integral to the development, offering rare and intimate details not previously shared with the outside world.
McLaren Automotive’s technical and engineering expertise are boldly presented alongside the unique values and beliefs that have combined to create one of Britain’s most successful luxury brands. Through this interactive site, McLaren Automotive is opening its doors to the world, giving visitors an in-depth view of the operations of the legendary McLaren Technology Centre (MTC), and the birthplace of all McLaren production models, the McLaren Production Centre (MPC). Also portrayed in great detail is the way in which the MTC and MPC – designed by Foster + Partners – were conceived and constructed to inspire greatness amongst all those who work within its walls, with behind-the-scenes video footage showing the company’s unique production approach.
Furthermore, an innovative new feature will provide clients with the opportunity to use a new ‘customiser tool’ to create their own bespoke 12C or 12C Spider, which can then be shared across major social networks such as Facebook and Google+.
“For the first time, we are opening McLaren’s doors to our global audience, offering an exclusive luxury experience through engaging content, rich video, and – most importantly – the stories behind the McLaren brand,” explained McLaren Automotive Head of Digital, James Keady.
In order to cater for key emerging markets, the new McLaren Automotive website will also be available in Chinese for the first time, extending the ground-breaking digital initiative into new territories. “We are confident that our new global website mirrors the standards of excellence we aim to achieve across all areas of our business,” stated McLaren Automotive Sales and Marketing Director, Greg Levine. “Alongside our digital agency (SapientNitro), we have created an exciting new platform, ensuring that we offer an unrivalled digital journey to our customers and a captivating insight into the brand’s unique heritage.”