In 2019, luxury sportscar sales slumped. With McLaren sales down 8% (Nov ’19 vs ’18) and concerns over resale value, we needed to defend McLaren’s high price point, and encourage new buyers to consider McLaren.
Our idea was focussed on bringing attention to McLaren’s Qualified Pre-Owned inventory, to drive confidence in the brand and build resale value. The program provided extensive checks from McLaren technicians, and two years unlimited warranty and roadside assistance.
In a category down -9.1%, McLaren sold 2.6X more cars (vs monthly ave.) with a sales uplift of +162%.