Marketing the Unique
Jonathan Carrier
McLaren Mercedes Event September 2006 at Great Foster, Egham
Our opening event of the autumn season was an unusual one for the Branch organisers. Many of the 45 members and their guests from around the region had arrived before the advertised starting time to enjoy Jonathan Carrier's stimulating and informative presentation - perhaps the chance to view the Mercedes McLaren SLR on show was the attraction! The fine evening and magnificient grounds at Great Fosters provided the ideal venue to display one of Woking's finest and unique products.
Jonathan is the Product Planning Manager and he soon showed his enthusiasm and detailed knowledge of his product and the planning behind one of the most successful cars in its class. As might be expected, the experience of the McLaren racing heritage featured strongly in the product design and Marketing. The McLaren brand is carefully controlled so that the excesses of some competitors are avoided.
The audience were taken through the carefully organised selling programme, from the invitation to drive, the buyer's initial £50,000 deposit, the bespoke interior fittings, the driving instruction, and finally to the spectacular presentation at delivery. Interestingly, only 10% of the clients raced their SLR's, whilst 30% were collectors and 60% users. This is a product for the top earners - one US client pays for a McLaren mechanic to accompany him in Europe to maintain his SLR and to clean it each evening.
By
the end of the evening, we understood that the fundamentals of Marketing
still apply to the unique - know the customer, make the product, build the
brand, and enjoy your work.
As one of the audience remarked, "McLaren, that wonderful presentation and car."