McLaren to turn dealerships into Gucci-inspired luxury boutiques

McLaren wants the purchase of a supercar to feel less like a visit to the Apple Store and more like an afternoon at Gucci. In a private meeting with its dealership network in the United States, the British manufacturer presented a plan that swaps the current minimalist stores for high-end boutique environments — and charges each dealer at least R$ 5 million for the renovation.

The report of the meeting is from Automotive News, which heard dealers present on condition of anonymity. One of them summed up the new identity in a direct way: stores should remember points of sale of Gucci, Louis Vuitton and Burberry.

Wood, warm light and papaya

orange The project abandons the clinical white of the current windows. The idea is a central reception surrounded by cars, arranged on islands, and private service rooms for those who are closing a deal. Wood finishes, earthy tones and warm lighting come in, with touches of papaya orange that the brand inherited from the tracks.

According to one of the dealers interviewed, the objective is not to drive away the customer who wants to know about the engine, gearbox and carbon fiber, but to attract the buyer who values the store experience as much as the technical sheet. The after-sales capacity should also grow by at least 25%.

The McLaren name will gain retro typography inspired by the letters of the gas station that Bruce McLaren’s family maintained in New Zealand, and the Speedmark symbol will be three-dimensional, appearing more often separate from the logo.

Five own addresses and an 821 hp

coupe Under the control of CYVN Holdings, from Abu Dhabi, McLaren has gained financial momentum and is targeting the United States, responsible for more than half of global sales. In addition to the 27 dealerships already existing in the country – which together sell about 300 new cars a year – the brand plans five own centers in New York, Miami, Dallas, Los Angeles and Las Vegas, focused on events, personalization and brand culture more than sales.

In the catalog, the promise is at least one launch per year by 2028, including a four-door SUV, a front-engine grand tourer and a line of ultra-select supercars linked to the brand’s history. The W1 hypercar, with 1,275 hp and US$ 2,1 million, about R$ 10,86 million, has already opened the queue.

Next is the P34, a mid-engine hybrid coupe scheduled for the end of summer 2027, between August and September. The set features an in-house developed twin-turbo V6 engine, with 821 hp and 110,6 kgfm.

Participants in the meeting described a wedge front inspired by the McLaren F1, tempered glass cover over the engine and seats in Nappa leather and aniline. The estimated starting price is US$ 313 thousand, about R$ 1,62 million, with a thousand units expected in the first year — almost 50% more than the approximately 2,200 global deliveries in 2025.