McLaren MP4-12C
McLaren MP4-12C

Whilst the McLaren MP4-12C was being conceived and developed, so was a retail distribution plan. The network plan had four main phases - desk research, field visits, active dealer prospecting and selection and training.

The first stage involved a comprehensive reseatch programme throughout major metropolitan areas which support large volume of sports car sales. McLaren anaylsed areas with high net worth individuals and likely locations to serve each potential market.

McLaren split the world into four main regiions: Europe, North America, the Middle East/Africa and Asia Pacific, each of which will be managed by a local McLaren Automotive management team. Initially 35 retailers have been selected in the following areas:

With the city locations then selected within the regions, McLaren focused on the major businesses which represent premium car manufacturers by visiting each city.

The five key competences in the dealer selection process include:

Once the process was complete, McLaren came to a shortlist of two preferred candidates for each location by the end of 2009. Each candidate was given the opportunity to prepare a full business plan, a marketing plan and a facility plan which they were invited to present to the management of McLaren. These presentations led to decision with the full dealer network being appointed by Spring 2011.

Published : 22/06/11 Author : Staff

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