Dubai: For the British sports car maker McLaren, setting its sights lower — that’s strictly in relative terms — comes with benefits. Of the volume kind.
It has just introduced the 570S and 540C, making up its entry level models, at its UAE showrooms.
Now, with a brand like McLaren, a term like ‘entry level’ somehow seems a bit of a misfit, especially with the 570S retailing for Dh760,000 and upwards (this is the price with a few options fitted in) and the 540C being upwards of Dh650,000.
But that’s still a fair bit of distance from the Dh1 million plus tag accompanying the 650S and the Dh1.4 million for the 675LT. And within that gap is where the utility comes in for the manufacturer.
“We are looking to generate about 3,600-3,700 units worldwide this year and with the Middle East continuing to make up 10 per cent of the production offtake,” said Andreas Bareis, who has taken over as regional head.
“The 570S and 540C are what I would call our day-to-day use models, which is not what one would typically associate with the more track-facing legacy associated with the 650S or the P1.
“With the new models, we are competing in a space that is occupied by Porsche with the Turbo S and an Audi with the R8. It’s a new territory — going after the lifestyle-orientated buyer — for us.”
Since McLaren took on the role of being a commercial automotive manufacturer — and not just rest on its racetrack laurels — the UAE has been one of the key markets for its models. Each of the preceding launches managed instant bookings from a growing base of McLaren fanatics.
Those have been enough to propel the UAE as McLaren’s biggest market across the Middle East and Africa (including South Africa), typically making up between 35-40 per cent of the volumes. (Worldwide, the US is the numero uno market in McLaren take-up.)
New models
The two new models, which make up the ‘Sports Series’ in McLaren terminology, is what would drive the numbers this year. The order book is already quite substantial and with a four to five month waiting period on delivery.
“Having the car in the showroom and reviews only work to a point — the real activity begins when a potential customer gets into the car,” said Bareis, who was earlier responsible for all quality control processes at the company’s UK headquarters.
But even with the less pricey McLaren offerings, shouldn’t he be a just a little bothered by the subdued expectations for car sales in the Gulf this year?
Market feedback suggests that January’s sales were the worst in four years, and this is despite all dealerships having the most generous promotions going on.
“True, there’s been a little bit of concern for the industry,” said Bareis. “But I still believe 2016 can be a success for McLaren ... to be fair, our cars and the segments they are in do still have a lot of potential, even in a market situation such as the one the Middle East is experiencing.”
And Bareis is categorical in stating that ramping up production volumes will definitely not be the McLaren way. In the midterm, the upper ceiling will be confined to about the 5,000 units a year mark.
“You do see a lot of Porsches being driven around — McLaren would instead stick fully with being as super-exclusive as is possible,” said Bareis. “That’s a promise we made to our buyers and one that we intend to stick with. And that means the 5,000 units a year cap will be in place.”
The McLaren version of an entry level
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The sports car manufacturer has got twin models lined up as part of its ‘Sports Series’. Further up the pecking order are the ‘Super Series’, in the form of the 675LT and 650s Spider, and the ‘Ultimate’ as personified by the Pi hypercar.
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The 570S specs: A 3.8-litre V8 is what powers the 570S and to the tune of 562hp. In the UAE, the price tag is Dh760,000, inclusive of some of the more popular add-ons. The top speed is 328kph.
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The 540C specs: The “least” expensive of the McLarens out there, at Dh650,000 and over, the model also packs a V8 twinned to 533hp.
