Dawn of Hybrids
    Category: Forbes Life By : Yessar Rosendar Read : 464 Date : Friday, November 10, 2017 - 08:49:31

    Ahmad Zamroni / Forbes Indonesia

    With an experience of more than five decades in Formula One, McLaren supercars are well known for their innovation and technology. Among them, for the past 30 years McLaren has pioneered the use of carbon fiber, making its cars one of the lightest in the segment. “Our philosophy is all about light weight and high-performance supercars that is focused on the driver,” says Jolyon Nash, executive director, McLaren global sales and marketing and board member, who joined the company in 2014 after stints in senior roles in sales and marketing at Rolls-Royce, BMW and Volkswagen. For his daily drive, Joylon has a Mclaren 675LT.

    Just like its performance on the track, McLaren’s owner, British firm McLaren Automotive, has recorded a stellar performance over the last few years. With last year revenues of $856 million, the brand recorded a fourth consecutive year of profitability—only six years after the company was established in 2011. The record was driven by a total of 3,286 cars sold last year, almost double what the company sold last year, and with all geographic regions achieving sales growth.

    The company’s strong financial records derive directly from the popularity of its models. The Sport Series—the entry-level McLaren —recorded 2,031 deliveries last year, the majority of which were the recently introduced McLaren 570GT and 570S models. The next category up is the core product of the carmaker, the Super Series. The two models in this series also sold well, with the McLaren 675LT Coupé and Spider, with all 1,255 cars made last year sold out in a matter of weeks. The Super Series started production in mid-2015, and is even more driver-focused than the Sport Series.

    Last March the second-generation McLaren Super Series, the new McLaren 720S, was launched. The new car generated immediate customer interest and some 1,500 orders have been taken to date. “To be profitable from year three in the modern automotive era is unprecedented. Why have we been successful? It’s because we have a very sharp focus on the product, and we invest heavily on developing new products,” says Joylon.

    Aside from its product, the company tries to build a relationship with customers and be as close as possible with them. To that end, the brand hosts events such as the McLaren Epic Drives and Pure McLaren. One recent example is that all the top management of the brand including Chief Executive Mike Flewitt attended the Singapore Grand Prix to meet with customers from around Asia.

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