McLaren
Power, control, and the pursuit of perfection

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For over 50 years, the team at McLaren have been pushing their F1 machines to the very edge of what’s possible.

In 1988, they started to apply their championship-winning blend of obsessive attention to detail and zero-compromise design principles to making the ultimate road car. Then, in 2009, FITCH began translating the legendary McLaren name into a comprehensive, world-class brand as successfully as the team had made the move from the racetrack to the road.

McLaren film

We delivered the full brand positioning, every brand identity element, extensive communications as well as the dealership environments. Our challenge was simply to live up to McLaren's exacting standards and principles, and we think the results speak for themselves. 

The first of the new dealerships opened in London at One Hyde Park in 2011. Since then, we've completed 68 dealership redesigns worldwide.

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