News - McLaren
McLaren eyes bigger 2017
Hot property: More affordable models such as the Sports Series offerings have boosted McLaren sales in 2016 and the popularity is set to continue on into 2017 says the iconic car-maker.
Flourishing Sports and Super Series models to push McLaren sales past 100 in 2017
8 February 2017
MCLAREN is planning for another bumper year in 2017 in Australia following a
personal best in 2016 with 93 sales, driven by an expanding Sports Series range
and second-generation Super Series line-up.
While the British high-performance car-maker is keeping exact forecasts close
to its chest for now, the company has confirmed that it is only just getting
started when it comes to Australian sales and its growth into the local
high-end sportscar market.
Speaking at the Bathurst 12 Hour endurance race last week, McLaren Automotive
Asia Pacific managing director George Biggs told GoAuto that the final 2016
tally was a start point given its bolstering model line-up, and that there is
no end in sight for the strong sales momentum.
“Do I think that will continue? Absolutely,” he said. “This type of number is a
minimum of where we should be as a brand with Super and Sports.
“We have a customer base now that is allowing us to continue the confidence,
and support that growth for the future.”
From a range of just one model and single digit monthly sales only three years
ago, the company has bounded on to a diverse range that peaked at six options
before the 675LT sold out last year and a December tally of 30 in 2016.
At least one more Sports Series model is expected to arrive this year in the
form of a Spider convertible, but Mr Biggs said growth was hardest to forecast
for the new Super Series family – the first time in its history that it has
produced a second generation of any family.
“Do I think we will beat this year’s (2016) number? Yes I do, but by what
percentage will be largely a response to the second generation of Super Series.”
It is understood that the first Super Series car to arrive will continue the
established nomenclature system but with the advent of a new 720S badge, which
would imply a power output in the region of 530kW (720 horsepower) and a
possible hybrid powertrain.
Below the Super Series, the Sports Series range offers the 570S, 570GT and most
affordable 540C and Mr Biggs predicted the McLaren entry point to produce the
greatest volume for the year, with Australians most drawn to the 570S
“Sports series will certainly be the larger volume product. At the moment we’ve
only just brought the GT to Australia. I imagine here it will be more 570 but
Mr Biggs explained that other markets including the UK and Europe had warmed to
the 570GT which offers more luggage space and a more comfort-focused ride for
grand touring, but Australian tastes favoured the outright performance halo
Until the arrival of cars such as the $325,000 before on-road costs 540C, the
car-maker commanded heftier prices for its sportscars and Mr Biggs explained
that the company was still working to educate potential customers that the
range is now more affordable.
“We’re slowly getting round to the process of how we start to build that
awareness that a McLaren isn’t just a hypercar and is actually a car that quite
a few people can actually own.”
With the strong year-on-year growth Australia is now positioned in the top
seven global markets for overall McLaren sales and while Mr Biggs said it was
unlikely to encroach on the top three, which includes Japan where it sold about
200 cars last year, local sales per capita were among the highest.
“Australia has firmly established itself in the top seven markets for us and
that’s based on retail, wholesale and future. Do I see it growing into the top
three? No but that’s simply because of the population.”
With a firm focus on the year ahead, McLaren is not resting on its laurels and
Mr Biggs said that the previous year’s success was down to a strong line-up and
network rather than unsustainable pushing for volume.
“It was a fantastic year for us and we are working on demand-led growth. We’re
working with the best partners in the best areas and putting things in place
that allow our customers to enjoy the products that we’ve got.
“Super Series was extremely well received and then the Sports Series has had a
fantastic response. We’ve been lead by that rather than us doing anything
overly special, apart from providing the conditions around the business to make
sure that achieves its growth and momentum.”
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