McLaren has introduced a new visual identity across its Automotive and Racing businesses, drawing heavily on founder Bruce McLaren’s New Zealand roots while keeping familiar elements such as the Speedmark and Papaya colour.
The centrepiece is a redesigned McLaren wordmark inspired by the sign above the McLaren family service station in Remuera, Auckland. The business was owned by Bruce’s parents, Les and Ruth McLaren, and was where he worked on the car that delivered his first racing victory.
The Speedmark survives the overhaul, as does the Speedy Kiwi emblem. McLaren has also expanded its colour palette while retaining Papaya as its signature shade. The same identity will be used by McLaren Automotive and McLaren Racing.
The visual reset comes as McLaren’s line-up increasingly incorporates electrified powertrains, from the Artura hybrids to the W1 hypercar
The Artura Coupe and Artura Spider are high-performance hybrids, combining a twin-turbocharged 3.0-litre V6 with an electric motor and 7.4kWh battery. The Artura can travel up to 33km on electric power under WLTP testing.
The W1 is also electrified, pairing a new 4.0-litre twin-turbo V8 with an electric module for 1,275PS and 1,340Nm. Its battery is focused primarily on performance, with McLaren quoting less than 2km of electric range.
By contrast, the current 750S and GTS remain purely combustion-powered, while the recently shown McL 6GT concept uses a V8 and manual gearbox. McLaren currently offers no series-production battery-electric road car.
The rebranding comes as McLaren prepares to broaden its product range.
The company has announced a £500 million (about RM2.72 billion) UK manufacturing and engineering investment programme and has confirmed plans to move beyond two-seat supercars with a performance SUV. Its powertrain has not yet been disclosed.
