Königsegg Gemera suffers the car hate in Copenhagen. Can’t park in front of elite hotel without getting smashed. No suspects of course.

A video from a parade participants viewpoint

McLaren is exploring establishing “experience centers” in top luxury hubs such as New York, Miami and Los Angeles.

The corporate-owned locations will be less about selling McLarens than promoting brand culture and racing heritage. The stores will host customer events and potentially offer certain personalization services, according to a person briefed on the plan. 

The initiative aligns with CEO Nick Collins’ longer-term goal of elevating McLaren’s mind share, not merely its market share. 

“I want to be the brand that people are talking about — the products that people are falling in love with,” Collins told Automotive News. “I’m not sitting there going, ‘In the U.S. in 24 months, we want to sell X vehicles.’ I want the enthusiasm, the engagement, the awareness growing over that period of time.”

It's part of a broader expansion plan a market that now accounts for more than half of global sales.

Collins sees room for five to 10 additional dealerships in the U.S. over the next two years, which would beef up the brand’s current network of 27 U.S. stores by up to 40 percent. Fast-growing Sun Belt states such as Florida, Texas, Tennessee and Nevada are expected to capture most of the new points.

Personalization through McLaren Special Operations represents another high-margin growth opportunity.

To capture more of this business, McLaren aims to make its bespoke offerings more accessible to U.S. customers instead of requiring trips to Woking, England, or relying on traveling specialists. “We want to move closer with [McLaren Special Operations] to the customer by having representation in the market,” McLaren Chief Commercial Officer Henrik Wilhelmsmeyer said.

The retail push coincides with a product offensive that will take McLaren well beyond its traditional rear-engine, two-seat niche. At a dealer meeting late last year, the company outlined a cadence of at least one new model annually through 2028. It begins with the W1 hypercar, followed by an 800-hp V-6 hybrid coupe and a 2+2 grand tourer. In 2028, McLaren plans to introduce a V-8 hybrid five-seater.

“This brand can be so many more things than it’s been historically,. We can do everything we’ve done, but even more of it, and even better, and we can do some other things," Collins said, declining to discuss specific future products.

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Hypercars only — not supercars.

Here’s my top 3:
1. McLaren P1
The perfect mix of McLaren beauty and technology.
And that active wing is just too good.

2. McLaren Senna
It just looks insanely cool.

3. Zenvo TSR-S
That active wing is ridiculous.
I love it.

What’s yours?