McLaren Automotive, the road car business of the McLaren Technology Group, has merged its McLaren Special Operations personalization operation with its McLaren Motorsport GT racing arm.
In addition to cutting costs, combining the two divisions will help form synergies by cross-promoting products between the respective divisions’ customers. For example, someone running a racing team fielding McLaren race cars would likely be someone interested in personalizing their own McLaren road car.
And in a further streamlining of McLaren’s operations, the combined divisions will be integrated with McLaren’s Global Sales & Marketing department, bringing them even closer to retailers and customers. It also brings all of the revenue-generating areas of McLaren Automotive under the one roof.
“The joining of McLaren Special Operations and Motorsport brings together the two areas of the company that design and deliver low-volume, highly bespoke offerings to their respective customers,” McLaren Global Sales & Marketing boss Jolyon Nash said in a statement. “And the integration of that new department into the Global Sales and Marketing function is a logical step.”