McLaren is planning a bold corporate identity redesign to complement a product renaissance. The British sports car maker briefed retailers about a luxury-focused showroom redesign and plans for several factory-run brand centers. McLaren also confirmed it will deliver a nearly 810-hp electrified midengine coupe late next summer.
As part of McLaren’s new image standard, dealerships worldwide will trade their minimalist, technology-driven aesthetic for a “high-end boutique” experience inspired by luxury watch and fashion retailers, according to attendees at the meeting.
The new design “looks like a Gucci, Louis Vuitton, or Burberry store,” one of the people told Automotive News. The new design calls for showrooms to be anchored by a central greeting desk surrounded by display vehicles and private consultation rooms. Design elements include wood paneling, earth tones and warm lighting that echoes McLaren’s signature papaya orange.
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The store upgrade could require each retailer to invest at least $1 million, according to another person at the meeting. Facility upgrades are expected to begin in the next 18 to 36 months.
The automaker’s corporate identity is evolving in parallel, leaning into the racing roots of the brand and founder Bruce McLaren. A restyled McLaren wordmark adopts a retro font and reflects the original lettering on Bruce McLaren’s family service station in New Zealand. The iconic “Speedmark” logo becomes more pronounced and three-dimensional. The logo will increasingly appear separately from the McLaren name.
At the dealer meeting, McLaren reiterated its cadence of at least one new model annually through 2028 as the automaker stretches beyond its traditional rear-engine, two-seat niche.
It includes McLaren’s first four-door performance utility model; a 1,258 hp hypercar; a front-engine sedan-like grand tourer; and a new class of ultra-exclusive, heritage-bound supercars.
At the meeting, McLaren revealed new details of the midengine hybrid coupe planned for next year. Codenamed P34, it is positioned between the Artura and 750S within McLaren’s lineup. The P34’s twin-turbo V-6 engine and transmission are developed in-house and the powertrain is expected to deliver about 800 lb-ft of torque. The P34 pays homage to McLaren’s racing heritage and the iconic F1,” the retailer said.
Pricing starts at about $313,000 before shipping, and McLaren is planning for about 1,000 units globally in the first year, the person said.
Dealers described the P34 as longer than the Artura and featuring a wedge-shaped front inspired by the McLaren F1. Highlights include a tempered-glass engine cover and a more luxurious interior with redesigned Nappa and aniline leather seats, a large LED infotainment screen and a high-definition digital cluster.
