The Exotic Daily Driver
By introducing the GT, McLaren is hoping to expand its lineup to a larger customer base.
McLaren chose Montreal for the Canadian launch of its new Grand Tourer (GT). Known the world over for its high performance exotic vehicles destined mainly for track use, McLaren chose the electrifying setting of the Montreal Grand Prix for the launch of its new GT, which, as the acronym suggests, was developed for the grand tourer market.
“This model occupies a new niche in our product lineup,” explained McLaren Montreal Sales Director, Charles St-Roch. “Its racing car DNA is undeniable, but the high ground clearance, plush interior and multiple storage spaces make it a true daily driver. Although the demographic niche we are targeting may seem modest, it provides a great opportunity to expand our client base. This vehicle appeals to passionate vehicle owners who will be able to choose from among the many available options to build their own unique, custom-built McLaren GT.”
McLaren is seeking to redefine the Grand Touring rulebook by offering this all-new model to an untapped market segment. This product offering introduces a true Grand Touring vehicle into the McLaren family alongside the Sports, Super and Ultimate cars in its current lineup. There is little doubt as to its performance credentials, as the mid-engined 4.0-liter twin-turbo V-8 powertrain produces 612 hp, propelling the GT to 100 km/h in 3.2 seconds, culminating in a top speed of 326 km/h. In addition to its impressive performance, McLaren has also applied its talents to delivering GT-class levels of comfort and luxury.
The McLaren GT features classic Grand Touring attributes in terms of performance and highway cruising. It bears resemblance to the Hyper-GT McLaren Speedtail launched in October 2018. Its distinctive, extremely light bodywork includes a carbon-fibre structure and aluminum body panels. Its aerodynamic attributes contribute significantly to its overall performance.
The Proactive Damping Control suspension delivers a remarkably comfortable ride which, in combination with its innovative hydraulic steering system, delivers the dynamic driving experience for which McLaren has become famous.
Low-speed steering and braking have been tuned for a more comfortable ride in day-to-day use. The new GT also features increased ground clearance and lower bodywork more befitting use in urban environments.
Cargo and storage
Additional efforts that clearly demonstrate the British manufacturer’s desire to market the new McLaren GT as a daily driver are exemplified by its generous 570 litres of total storage space, including a luggage compartment accessible via its glass tailgate with optional power opening and closing. It has enough room to swallow a golf bag or even a pair of skis.
The richly-appointed interior was designed with refinement in mind. It features the most comprehensive and sophisticated infotainment system in McLaren’s history including the HERE navigation system with real-time traffic updates.
The McLaren GT represents the fourth new model to be released as part of the McLaren Track25 business plan announced by the company back in 2018.
For McLaren Automotive Communication and Marketing Director, Andy Thomas, this truly marks an important milestone in the history of the British vehicle manufacturer. “We started by applying the various parameters that define Grand Touring and then proceeded to inject McLaren DNA. The result is a powerful, lightweight, extremely agile car which offers much more space and a refined interior. Our #newrules marketing campaign revolves around our interpretation of what a Grand Tourer should be.”
Outwards and onwards
As Thomas explained, McLaren’s strategy is to expand their client base. “We wish to add a new generation of motoring enthusiasts to our existing track-focused customers. In order to achieve our goal, we will be working closely with our dealer network to invite potential customers to get behind the wheel of a McLaren, which, for many, will be their very first time.”
He points out that this marketing strategy will be deployed in collaboration with dealers, and will include trade media specialists and select Web influencers who will promote the brand to a whole new audience. “We hope that by sharing this experience, these new customers will become full-fledged members of the McLaren community.”