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McLaren Automotive unites Europe and MEA under new regional division as it gears up for second decade

October 7, 2020

McLaren Automotive, the British creator of luxury, high-performance supercars, announces the consolidation of its business operations in Europe, Middle East and Africa (EMEA) into a combined region.

The new division comprises 20 markets, 36 retailers and is projected to constitute around a third of the brand’s global sales.

The revised structure aims at streamlining business operations, exploiting synergies, and further enhancing communications between McLaren and its retailers.

It follows on from McLaren’s recent announcement of the brand’s all-new in-house designed, developed and innovative lightweight vehicle architecture that will underpin the next generation of McLaren’s electrified model line-up.

Leading the new region is Brett Soso, Managing Director – Europe, Middle East & Africa, who joined McLaren Automotive in August 2018.

Brett has a deep understanding of complex regional markets, as well as wealth of experience developed over 25 years in the automotive industry, including with some of the world’s most prestigious and luxurious brands.

“I am confident that the consolidation of Europe, Middle East and Africa into a new regional entity will bring substantial benefit for McLaren Automotive. At the dawn of our second decade, this enhanced operational framework will allow us to drive operational excellence and provide the highest levels of professional service to our discerning customers and dedicated retailers in the region.”

Brett Soso, Managing Director – Europe, Middle East & Africa

McLaren has introduced four defined sub-regions, which are organised based on geography, culture, as well as specific in-market requirements. These include the Middle East and Africa, United Kingdom, Central Europe, as well as Western Europe.

  • United Kingdom is led by Stephen Harvey, Market Director – UK;
  • Central Europe is led by Bastian Luehmann, Market Director – Central Europe, which includes: Germany, Switzerland, Latvia and Poland;
  • Western Europe is led by Steve Robson, Market Director – Western Europe, which includes: Sweden, Netherlands, Belgium, France, Monaco, Italy and Spain;
  • Middle East and Africa includes Bahrain, Oman, Kuwait, Saudi Arabia, Qatar, Lebanon, United Arab Emirates and South Africa. A Market Director will be announced at a later stage.

Each sub-region is managed by a dedicated team, based across key geographies, and focuses on driving operational excellence across all areas of sales and marketing operations.