McLaren Turbocharges its customer experience

The modern supercar is a marvel of technology and engineering, combining space age materials with the latest design and manufacturing techniques to deliver a driving experience like no other. The drive for progress never stops either, with manufacturers constantly looking for new ways to push the envelope.

That includes McLaren, a company known for its visceral driving machines and a loyal and growing fan base. Launched in 2010 and now the largest part of the McLaren Group, McLaren Automotive has recently seen demand for its sportscars and supercars rev up. The Woking, U.K.-based company now produces around 5,000 vehicles per year, and in May announced it had built its 20,000th car since its inception.

McLaren is now eyeing expansion into new markets and is planning to boost production even further to meet rising demand. Last year, it launched its Track25business plan, which includes a £1.2 billion (US$1.34 billion) investment in research and development that will see the company launch 18 new models or derivatives by 2025, and an expansion of its retail footprint to 100 locations. All of the company’s sportscars and supercars will also be hybrid by 2024, and production of its hand-assembled products will be limited to 6,000 vehicles per year by 2025 to maintain the brand’s exclusivity.

The business also requires a customer experience (CX) to match. In the words of global customer experience manager David Mattingly: “People view McLaren as a pioneering technology company. We need a customer offering that conveys that feeling and brings the innovation in our cars to life.”

You can read the full article on cmo.com