MidEast buyers targeted by McLaren unit

Supercar maker's bespoke service says region spends most on vehicle upgrades
MidEast buyers targeted by McLaren unit
The McLaren MP4-12C
By Andy Sambidge
Mon 29 Oct 2012 05:27 PM

Supercar maker McLaren is targeting the Middle East for growth in its bespoke personalisation division after revealing customers in the region spend three times more than the rest of the world.

McLaren Special Operations (MSO), a unit of McLaren Automotive, has selected the Middle East for the world premiere of its new customisation options.

A one-off 12C supercar will tour the region, where the average amount of bespoke MSO features specified per car is triple the unit's average.

It will debut new items to Middle East clients including bespoke carbon fibre panels, as well as restyled bumpers and interior upgrades.

Other options fitted include an MSO-designed carbon fibre front bumper insert, exterior MSO carbon fibre pack and extended carbon fibre gear shift paddles, which debuted earlier this year.

The world premiere comes as part of a push by McLaren Automotive to grow the MSO service in the region with visits planned to all McLaren retailers in the Middle East network, including Dubai, Abu Dhabi, Doha, Jeddah, Kuwait City and Manama.

Marcus Korbach, McLaren special operations head of sales, said: "The response to our personalisation services from Middle East customers has been incredibly exciting. Customers who fit bespoke content to their cars in the Middle East region are spending on average three times more than customers in other regions around the world in which McLaren Automotive operates.

"This gives us the opportunity to really demonstrate the capabilities of McLaren special operations."

He added: "McLaren is a high performance sports car manufacturer in pursuit of offering the ultimate personalisation service and, to support this, the MSO team will be visiting all retailers in the region."

McLaren Special Operations was initially set up as a division within McLaren responsible for maintaining and managing the McLaren F1 supercars on behalf of their owners, which it continues to do.

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