Unique – a word often used incorrectly on social media, but it’s come to define the modern age of luxury. Whether you look at auction results or the plethora of ‘special operations’ departments at OEMs, simply having a supercar is no longer enough.
It’s something that Eva-Maria Brückmann, head of brand, client and communications in the EMEA region for McLaren, has been witnessing first-hand, and when Magneto met with her at Salon Privé this year, it was reflected in the cars on show. “Every car you see here has been personalised, no two are alike,” she says. “At McLaren, personalisation is not an afterthought or something offered from a menu.”
She sees it as an essential part of the brand, but it also sits at the core of the luxury market. “Clients, not only in automotive but across the luxury sector, are looking for bespoke stories and emotional connections that go beyond the product,” she explains. “Behind every car at Salon Privé there is a story, a client who came to us with a vision.”
Eva-Maria says that the level of customisation can cover a huge range to create something unique. “This can range from something subtle, such as the Artura shown here, to a one-off masterpiece like the Senna displayed on the lawn,” she says. “Luxury is heading in this direction, being agile and allowing every client, customer and fan to form their own emotional connection with us.”
For McLaren, there’s a sliding scale of customisation – although everything is possible. “When we say anything is possible, it can sometimes feel overwhelming for customers. We have different routes into personalisation and different levels of access. Some are through our retail partners, who are present here today, and they handle more entry-level options. These still feel bespoke to the client but are guided by us,” Eva-Maria says.
“Depending on the client’s vision, we sit down with them and talk through possibilities. Sometimes they want more speed or more sound, but often these requests can be met without major modification. It might be as simple as a set of wheels in a particular finish or a painted detail. Anything is possible, from the more accessible personalisation available through retail to full MSO commissions where our colleagues take over completely. The process is always client led – we do not force a menu of choices, but we help to shape the journey.”
However, is there anything that McLaren says no to, however unique it may be? “Aesthetically we rarely say no. When it comes to the powertrain we are bound by regulation, so there are limits to what is possible,” Eva-Maria says. “We always follow local rules, of course, but we discuss this openly with the client. In terms of design we usually find a way. We also advise on what works and what does not, supported by our MSO team – but the only real limit is imagination.”
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