McLaren is implementing a plan to restructure its dealerships, transforming them into sophisticated luxury spaces, aiming to change the perception of buying a supercar from a visit to an electronics store to an experience similar to that of a high-end brand boutique like Gucci.
During a confidential meeting with its dealer network in the United States, the British automaker presented this change, replacing the current minimalist environments with high-standard locations. Each dealer will be charged a minimum investment of R$ 5 million to carry out the renovation.
Sources from Automotive News, who attended the meeting anonymously, indicated that the new concept should evoke the aesthetic of sales points from brands such as Gucci, Louis Vuitton, and Burberry. The design will abandon the clinical white predominant in current showrooms.
The new concept envisions a central reception area where vehicles will be displayed on islands, in addition to private rooms dedicated to closing deals. Wood finishes, earthy tones, and warm lighting will be incorporated, complemented by papaya orange details, a color the brand recovered from its race tracks.
One of the interviewed dealers clarified that the purpose of this transformation is not to alienate customers interested in technical specifications such as engine, gearbox, and carbon fiber, but rather to attract buyers who place as much importance on the store experience as they do on the car's technical data. Additionally, it is expected that after-sales service capacity will increase by at least 25%.
In terms of visual identity, the McLaren name will adopt a retro typography inspired by the letters of the gas station maintained by Bruce McLaren's family in New Zealand. The Speedmark symbol will become three-dimensional and appear more frequently, separate from the main logo.
With financial support from CYVN Holdings, based in Abu Dhabi, McLaren is intensely focused on the United States, a market responsible for more than half of its global sales. Currently, the brand has 27 dealerships in the country, registering about 300 new cars annually. Furthermore, the company plans to establish five proprietary centers in New York, Miami, Dallas, Los Angeles, and Las Vegas, focusing more on events, customization, and brand culture than strictly on sales.
The future catalog promises at least one annual launch until 2028, including a four-door SUV, a front-engined grand tourer, and a series of exclusive supercars linked to McLaren's history. The W1 hypercar, equipped with 1,275 hp and costing US$ 2.1 million (approximately R$ 10.86 million), already has a waiting list.
The next announced model is the P34, a mid-engine hybrid coupe, scheduled for release between August and September 2027, at the end of Northern Hemisphere summer. This vehicle will feature an internally developed biturbo V6 engine, generating 821 hp and 110.6 kgfm. Meeting participants described the P34 as having a wedge-shaped front inspired by the McLaren F1, tempered glass covering the engine, and seats upholstered in Nappa and aniline leather. Its estimated starting price is US$ 313 thousand (about R$ 1.62 million), with a forecast of one thousand units in the first year, which represents almost 50% more than the approximately 2,200 global deliveries recorded in 2025.
