McLaren Seoul Launches with a New Era of Luxury and Customer Experience
McLaren Automotive, the renowned luxury supercar brand, has officially unveiled its new retail presence in Seoul, partnering with Britannia Auto. This relaunch marks a significant milestone for the brand in the Korean market, offering an enhanced ownership experience that reflects McLaren’s dedication to craftsmanship, innovation, and customer service.
The launch event, held on July 4, attracted over 250 attendees, including McLaren owners, major media representatives, and brand enthusiasts. The gathering was not only a celebration of McLaren’s achievements but also a symbolic moment marking a new chapter for the brand in South Korea. At the entrance of the venue, around 20 McLaren owner vehicles were displayed, showcasing the deep passion and affection Korean customers have for the brand.
During the event, guests had the opportunity to engage with McLaren’s storytelling through a unique dining experience infused with artisanal touches. One of the highlights was the creation of a Bespoke Art Wall, where each participant’s initials and their vehicle names were incorporated into a personalized souvenir. This gesture symbolized the strong sense of belonging and connection that customers feel throughout their journey with McLaren.
The event also introduced the world’s first MSO Collection exclusively for the Korean market, alongside the global debut of the next-generation supercar, the Artura Spider. The unveiling of the McLaren Artura Spider Ignition Spear Collection signifies more than just a product launch; it represents a fresh beginning for McLaren Seoul. This exclusive collection, developed in close collaboration between Britannia Auto and McLaren, features a design tailored specifically for Korean customers.
One of the standout features of the collection is the ‘Midnight Han’ exterior color, a bespoke option inspired by the serene night view of Seoul. This deep, modern blue hue draws from the Korean sentiment of ‘Han,’ reflecting both cultural depth and emotional resonance. The interior is adorned with an intense Volcano Red sheet, paying homage to the Korean royal family. The combination of red and blue mirrors the colors of the Korean flag, symbolizing harmony, identity, and pride.
The Artura Spider Ignition Spear Collection is produced in limited numbers, with special specifications designed exclusively for Korean customers. The exterior features the Midnight Han paint, while the interior includes Luna White Metallic piping and a limited edition plaque on the Volcano Red sheet. Additional details such as the front splitter, louvers, and rear diffuser incorporate Luna White Metallic and Volcano Red elements, enhancing the car’s visual appeal.
The side mirror cases feature the McLaren Heritage logo “Speedy Kiwi,” emphasizing the brand’s legacy, while a “McLaren Track Record Commemorative Plaque” honors the brand’s circuit heritage and performance philosophy. Customers can also choose to customize the exterior color to either Luna Metallic White or Volcano Red, adding a personal touch to their vehicle.
Charlotte Dickson, Director of McLaren APAC, emphasized the significance of the collection: “It is a tribute to the personality and passion of McLaren owners, who are at the heart of the brand. With local inspiration, elaborate design, and a deep connection with customers, this collection represents a new era for McLaren in Korea.”
McLaren Seoul’s new 260㎡ exhibition hall in Gangnam, Seoul, has been renovated to offer a customized consulting space alongside the display of the latest McLaren models, including the Atura, 750S, and TS. The after-sales service has also been completely reorganized, with the McLaren Seoul Service Center in Seongdong-gu providing a premium customer experience under Britannia Auto’s management.
Britannia Auto CEO Kwon Hyuk-min expressed his excitement about the partnership: “We are honored to share McLaren’s new beginning in the Korean market with Britannia Auto. This collection is the first project for McLaren Seoul, and we will continue to set a new standard for McLaren in Korea by focusing on detailed customer responses, precise technology, and unique customer service for Deutsche Automobile Group.”
As McLaren continues to expand its presence in South Korea, the brand remains committed to delivering exceptional experiences for its customers, blending tradition with innovation in every aspect of its operations.