McLaren Celebrates Sales Success – Opens New Dubai Showroom
Al Habtoor Motors and Mclaren Automotive Celebrate Fifth Anniversary of Operations with New Dubai Showroom and Record 2016 Sales
McLaren Automotive and their retailer partner in the United Arab Emirates, Al Habtoor Motors, have celebrated the opening of the new McLaren showroom in Dubai on Sheikh Zayed Road. The new showroom for the British manufacturer of luxury handcrafted sports and supercars, is the most technically advanced McLaren sales facility globally and was officially opened on Monday 16th January 2017 by Andreas Bareis, Managing Director Middle East, Africa and Latin America Region; Jolyon Nash, Executive Director – Global Sales & Marketing, McLaren Automotive, and Ahmed Al Habtoor, Chief Executive Officer of Al Habtoor Motors – sole McLaren retail partner in the United Arab Emirates.
The new McLaren Dubai Showroom is the most customer focused and digitally appointed sales facility built to date, applying the same level of attention to detail, craftsmanship, and technology which can be found in all McLaren sports and supercars and is expressed in a number of new features.
These include two auditoria to highlight new McLaren models and those which have unique design features crafted through McLaren Special Operations, the department of McLaren responsible for all bespoke work on customer’s cars.
There is also a coffee lounge, a high-tech configuration suite that will allow customers to plan every aspect of their purchase virtually – from exterior paint options to interior trim – on a large, 4K-resolution screen in a comfortable, yet private, space and exceptional joinery and lighting from the world’s most renowned brands.
It is the first time that McLaren has specified and built many of the features in this showroom facility, almost all of which will go onto to be a design standard of any McLaren sales outlet globally.
The opening comes nearly five years to the day since the first showroom in the Middle East was opened and the first delivery to customer was made of a McLaren 12C in the region, the supercar which marked the start of the modern McLaren Automotive era, both of which took place in Dubai.
McLaren also confirmed that 2016 was a fifth consecutive year of record sales both globally and in the Middle East, Africa and Latin America, with the region delivering over 200 cars to customers in a single year for the first time.
Performance from the McLaren retailer in the UAE, Al Habtoor Motors, was of particular note with sales development overall coming from the introduction of the Sports Series as well as sales of cars in the Super Series range that improved 28% over the previous year.
Andreas Bareis, Managing Director of McLaren Automotive Middle East, Africa and Latin America, said of the new facility: ‘This new showroom further aligns the ambitions of Al Habtoor Motors and McLaren Automotive and is a strong foundation that will support with delivery of our Track22 Business Plan. It is also a testament to Al Habtoor Motors business that they have been able to establish the McLaren brand so successfully in a relatively short period of time and generate such significant loyalty from their customers to our brand.
The result in the UAE also gives context to the investment of nearly AED4.47 million to build the new 647m2 showroom which will also support future models in the McLaren Track22 Business Plan revealed in early 2016. This reiterates the commitment from McLaren Automotive to continue building the world’s finest two-seater sports and supercars, along with industry-leading 20-25 percent of turnover invested in Research and Development for future products and technology.
Over the six-year Business Plan period, this represents an investment of £1 Billion. This will lead to the launch of 15 all-new cars or derivatives of which at least 50 percent will feature hybrid technology by the end of the Business Plan period. The company is also in the early prototype stages of the development of a Concept car with a fully-electric powertrain to evaluate its possible use in a future generation of an Ultimate Series car.
The first of the 15 new cars defined in the company’s Track22 Business Plan is the second generation of the Super Series, which will be first-ever replacement of a product family from McLaren Automotive and will debut on March 7 at the 87th Geneva International Motor Show.