3 Mar 2021
Luxury British supercar company McLaren Automotive has appointed a leading agency to help bolster its growing partnership portfolio and official major licensees.
Cherry London has been appointed as part of a multi-year agreement with McLaren following a competitive pitch process and will work to supplement and complement the in-house’s team’s ongoing acquisition work.
Building on over a half a century at the pinnacle of motorsport, supercar company McLaren Automotive was founded a decade ago and has already released some of the world’s most iconic supercars known for their high technology and hand-built craftsmanship. McLaren offers its customers supreme driving connection and entertainment with the ability to personalise their supercars as the epitome of modern luxury.
A truly global business with almost 100 retailers in over 40 territories around the world, McLaren Automotive is now seeking to continue to grow its brand by working with like-minded business that will help it reach new audiences through strategic, long-term partnerships and collaborations.
With a successful history of iconic partnerships that already includes Akzo Nobel, Ashurst, Dell, Gulf, Pirelli, Richard Mille and TUMI alongside major licensees such as LEGO, Microsoft gaming titles, and most recently emerging luxury British sportswear brand Castore, Cherry London will help to expand McLaren Automotive’s portfolio while building long-term brand value.
“We see enormous value in extending our audience beyond simply those who drive our supercars while always being mindful to elevate our aspirational brand with those we choose to partner with and welcome to our McLaren family.
“In doing so, we will build on our luxury positioning while collaborating with like-minded partners to bring unique value to them and to each category we enter. I am convinced that working closely with Cherry London will help us expedite our ambitious partnership goals.”
Mike Flewitt, Chief Executive Officer, McLaren Automotive
“We are thrilled to begin our long-term relationship with McLaren Automotive and it’s a privilege to be working alongside a brand that brings together a unique blend of innovation and luxury.
“It’s an exciting opportunity for Cherry London and we believe our experience and expertise can build on all the great work that McLaren Automotive has already achieved in the increasingly important partnerships and major licensees.”
Tamara Gillan, Chief Executive Officer and Founder, Cherry London
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Notes to editors:
A selection of high resolution images accompanying this release is available to download from the McLaren Automotive media site – cars.mclaren.press
About McLaren Automotive:
McLaren Automotive is a creator of luxury, high-performance supercars.
Every vehicle is hand-assembled at the McLaren Production Centre (MPC) in Woking, Surrey, England.
Launched in 2010, the company is now the largest part of the McLaren Group.
The company’s product portfolio of GT, supercar, Motorsport and Ultimate models are retailed through over 85 retailers in 40 markets around the world.
McLaren is a pioneer that continuously pushes the boundaries. In 1981, it introduced lightweight and strong carbon fibre chassis into Formula 1 with the McLaren MP4/1.
Then in 1993 it designed and built the McLaren F1 road car – the company has not built a car without a carbon fibre chassis since. As part of the Ultimate Series, McLaren was the first to deliver a hybrid hypercar, the McLaren P1™. In 2016, it announced a new hybrid hyper-GT would be engineering, confirming this next Ultimate Series car as the Speedtail in 2018.
2019 saw McLaren launch the 600LT Spider, the new GT and the track-only McLaren Senna GTR. It also unveiled the 620R and McLaren Elva before launching the 765LT the following year.
Most recently, the company unveiled its all-new high-performance hybrid supercar, the McLaren Artura.
The Artura is the first McLaren to benefit from the McLaren Carbon Lightweight Architecture (MCLA). The MCLA is designed, developed and manufactured at the McLaren Composites Technology Centre in the Sheffield region of England using world-first processes which will spearhead the brand’s electrified future.
McLaren Automotive also chooses to partner with like-minded world-leading companies and organisations who push the boundaries in their respective fields. These include AkzoNobel, Ashurst, Dell Technologies, Gulf, Pirelli, Richard Mille and Tumi.
McLaren Group:
The McLaren Group is a global leader in luxury automotive and technology and comprises three businesses: Automotive, Racing and Applied.
Further information:
Piers Scott
Global Director of PR & Marketing | McLaren Automotive Limited
Phone:+44 (0) 1483 241380
Mobile: +44 (0) 7387548837
Email: piers.scott@mclaren.com
Daniel Golding
Global Head of Corporate Communications | McLaren Automotive Limited
Phone:+44 (0) 1483 261500
Mobile: +44 (0) 7717 450469
Email: daniel.golding@mclaren.com
Media website: cars.mclaren.press
Facebook: www.facebook.com/mclarenautomotive
Twitter: www.twitter.com/McLarenAuto
You Tube: www.youtube.com/mclarenautomotivetv