McLaren Automotive: From pit lanes to polished marble - how a reclusive race team took on the most desirable brands on the planet

Rob Dougan

This case study explains how McLaren, the British automotive manufacturer, launched a new sports car brand globally, by building on its racing history.

McLaren Automotive: From pit lanes to polished marble - how a reclusive race team took on the most desirable brands on the planet

Rob DouganVCCP London

Executive summary

Ferrari.

Lamborghini.

Even their names, written simply in black and white evoke strong emotions.

In an industry defined by desirability their products are positively worshipped. Their images have hung on bedroom walls around the world for over 50 years, vying for space alongside the other classic icons of desire; bond girls and supermodels.

McLaren™ is nothing at all like its super car competition.

Their mission has traditionally been winning races. Notoriety...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands