American Marketer


McLaren looks to Australia for new store

December 10, 2014

McLaren McLaren


McLaren Automotive is opening its second retail showroom in Australia, expanding to other states in the island nation.

The new location will be in Melbourne and will be similar to the showroom in Sydney. By opening in the Australian state of Victoria, McLaren is reaching new consumers and maintaining its presence in Australia and the Asia Pacific region of the world.

Spreading reach
The new showroom will offer the McLaren 650S and 650S Spider. The opening of the store was celebrated with the McLaren F1 and the McLaren P1 sports cars. The F1 was the only car to be registered for road driving in Australia and the P1 was the exact model that was revealed at the Paris Auto Show in 2012.

In a branded statement, Jolyon Nash, executive director for global sales and marketing at McLaren Automotive, said, “I am extremely pleased to announce McLaren Melbourne as a second location within Australia. This is a rapidly growing market for McLaren Automotive, and is key to McLaren building a strong foundation within the Asia-Pacific region. Melbourne is a young, vibrant and exciting city, and is the perfect fit for a McLaren retailer within Australia.”

McLaren 650S

McLaren 650S

Melbourne was chosen because of a demand seen in the area for McLaren vehicles.

The store opening marks the 20th retailer in the Asia Pacific region.

Other automakers have recently been present in Australia.

For instance, Toyota Corp.-owned Lexus invited fans to explore Sydney and Melbourne, Australia, with a “Lexus Amazing Experience” travel program Nov. 3-8.

The curated adventure aimed to capture brand codes, while giving a full sense of the country’s culture. Auto brands are increasingly weaving experiences to convey lifestyle dimensions to consumers, making it both easier to enter extension categories and also to cement relationships (see story).