Understand how different markets communicate
Each of the local regions McLaren deals with needed to understand which technology could best be used to engage. In Europe, it was WhatsApp; in China, We Chat; and in the US, Facebook. This was a crucial lesson to learn. McLaren also needs to stay authentic and true to itself while stretching into the Chinese or American markets.
Grander experiences help lengthen the connection
“Every single time we build a McLaren we try to sell an experience. How can that help us build and go forward to sell a luxury experience for Millennials and Gen Z?” McLaren’s focus is twofold: on the track, and on the road. “We have taken people on epic drives across New Zealand, China, around USA and South Africa and curated experiences… There is so much more we can do to get this across.” McLaren wants to communicate those experiences, and has launched an ecommerce site where you can get the experiences online. “It’s a good way for people who aren’t driving McLaren, who are driving Porsche or Lotus, to get into the brand and to build on from there.”
Get social and shareable
Rather than investing hugely in advertising or paid billboards, McLaren is counting on the impact of social media and sharing: “We partnered up with a Brazilian skateboarder to race around the home of McLaren, showcasing our heritage and our history but leading into a future series. where we try to align cars with elite sportsmen and women.”
Great collaborations work
McLaren in spending a lot of time looking at the right types of partners; to move away from the car industry to stretch the brand and be disruptive. It’s had a successful partnership with watchmaker Richard Mille, and also with Tumi luggage; the latter, launched during the pandemic, has been one of the most successful lines they’ve launched.
Know how to measure success
While looking after its core audience, McLaren also “needs to bring new people to us; consumers (especially Millennials and Gen Z, who want more sustainability and more purpose from the brand). How to get new audiences? By talking to people, getting them to an event, or involving them in the sales funnel in a different way from just showing them an ad. “We want to give people a real understanding of our DNA. Are we being successful? Well, at a luxury car show at the weekend, a 14-year-standing Ferrari customer said, “I would love a McLaren as my sons have been pestering me, year in year out!”.
mclaren.com
