Under director Nick Collins, McLaren will transform itself. With capital from Abu Dhabi, the brand will become a broader luxury brand with more car models and new engine types.
McLaren is facing a major change. With 700 new employees and director Nick Collins at the helm, the brand is poised for a new automotive era. The British manufacturer will significantly broaden its focus.
The goal is to become a broader luxury brand. This means more car models than before. The new strategy aims at a larger customer group.
This is what Autocar writes.
The new direction is possible because of fresh capital. The Abu Dhabi-based investment fund CYVN has invested in the project. CYVN has also invested in electric car manufacturer Nio.
The money gives McLaren the opportunity to develop. From a niche manufacturer of sports cars to a larger car brand. A broader model range is now on the drawing board.
"We want to build more cars, for more customers, but without losing sight of what makes McLaren unique," says Nick Collins about the new goal.
McLaren's strategy: New and more models for a wider target group
An important part of the plan is engine technology. McLaren will not only focus on electric cars. They will also continue with combustion engines and hybrid solutions.
Technology from Nio may be used to some extent. However, McLaren will maintain its own strong identity. The brand's DNA must remain clear.
This means a focus on low weight. Advanced materials are also central to the brand. The driving experience remains an important element in the cars.
Collins cites inspiration from other luxury industries. He points to Louis Vuitton now selling sneakers. This shows the potential to expand and redefine car types.
In this regard, the team behind Forseven is trying to think differently. Collins says: "…to think a little more luxury than a car when we explore what we do."
The Forseven Team: 'luxury thinking and British innovation'
Collins encourages thinking outside the box.
"We have to get over the British reluctance: why couldn't you?" he says.
– The automotive world may say you can't do it right now, but in the luxury segments next door, they'll say you can.
"The worst thing we can do is not try," Collins emphasizes.
However, he promises accountability.
"We don't intend to be reckless or irresponsible. But expect us to be a little unconventional in how we do it," says the director.
Several new models are already under development. This applies to both electric and combustion engine models. The models will be more practical and everyday, it is said.
However, the cars will not be available to everyone. McLaren believes that it can afford to charge sky-high prices for the new cars.
But they will have a distinct McLaren character. Production will take place in the UK.
The company is expanding with new offices. A new design centre in Bicester is also part of the plan. The Forseven team of 700 people develops the cars.
The team is made up of people with experience from brands such as Ford, Jaguar Land Rover and Aston Martin. Alister Whelan, formerly of Jaguar, leads the design.
The development is largely digital. VR technology is used 24/7 between the UK and Australia, ensuring rapid progress.
The goal is not to sell millions. McLaren wants to take its place among the major luxury manufacturers. It's about creating the right cars.
"If you make a car that people really want, they will choose it over other brands." "Then you shouldn't chase volume," says Collins.
The first launch of a new car is expected later this year, where the world will see the outlines of the "new" McLaren.
McLaren has always delivered wild machines and impressive technology. You can dive into more stories about previous models and news from McLaren here at Boosted.dk.
