Relentlessly ambitious, McLaren is one of the most successful F1 teams in history
We defined McLaren’s ‘winning’ brand DNA, embedding it in the Formula 1, Automotive and Applied Technologies divisions. At the heart of the business, we’re actively using it to create one united group, collectively dedicated to winning. In Automotive, we travelled the world to better understand what makes supercar owners tick, and what this means for producing and marketing revolutionary, ultra high performance cars. For McLaren Applied Technologies, we repositioned the business, giving it the clarity to concentrate on delivering game-changing innovation. And in Formula 1, we worked with a clinical psychologist to identify how to get the best out of their most valuable brand assets – the drivers.
In the last three years McLaren Applied Technologies has grown into a multi-million pound product innovation business. And Automotive has launched two supercars that redefine their categories with a blend of performance, usability and jaw-dropping technology.