Elva customer specification sessions accelerate with McLaren Advanced Visualiser, incorporating new design inspirations

21 Sep 2020

  • North American customer specification sessions for ultra-exclusive Ultimate Series roadster now taking place digitally
  • New virtual reality visualiser introduced to give customers greater creative freedom and deliver immediate results
  • Elva production is strictly limited to no more than 149 – making it one of the most exclusive McLarens ever
  • New inspirational visual themes developed as ‘Explore’ and ‘Timeless’ concepts by McLaren Automotive design team

Having secured one of the most exclusive McLaren cars to date, North American customers buying an Elva are now engaging with McLaren Special Operations (MSO) to choose the specification of their new Ultimate Series roadster. MSO Bespoke Liaison Managers are working on a 1:1 basis with customers remotely, using a new, state-of-the-art virtual reality visualiser to explore every aspect of the car, refining thoughts and inspirations into a truly bespoke statement of personal choice.

The latest new car in the McLaren Ultimate Series, the Elva follows the McLaren P1TM, McLaren Senna and Speedtail in delivering a unique experience – in this case the purest expression yet of open-air driving pleasure.

McLaren has also confirmed that with the production line shutdown experienced due to the global Covid-19 pandemic, the company is limiting Elva production to a maximum of 149 vehicles.  This will make the Elva one of the most exclusive McLaren cars ever produced – second only to the Speedtail – and help to better enhance the rarity of this special model.

Developing and finalising the exact specification of each Elva is an integral part of the purchase process, with customers assigned an MSO Bespoke Liaison Manager and Visualisation Specialist to assist them. The new McLaren Advanced Visualiser (MAV) is a key technology in bringing to life ideas and concepts as ultra-high-quality virtual images that show a customer what proposed design themes would look like in a finished car. 

Developed by McLaren from software originally created for gaming purposes, the MAV uses ultra-HD resolution rendering to display individual Elva elements and then combine them to create a full specification, with near-immediate visualisation of the result. The system also allows rapid and accurate demonstration of how different colour combinations radically change the Elva’s appearance.

“MSO is recognised for offering individual and near-endless customisation opportunities to customers, but we are also the channel for the specification of almost every Ultimate Series car. This was true of the McLaren Senna and Speedtail and we are now fully engaged with Elva customers to assist them in exploring the innovative design possibilities offered. The new McLaren Advanced Visualiser used in Elva specification sessions further enhances the ability to showcase the breadth of personalisation available.”
Tony Joseph, President McLaren North America

The MAV’s level of functionality and detail enables customers to open and close doors in virtual reality to get inside the car and experiment with different interior features, from seat colours and materials to finishes and stitching. Aerodynamic elements can also be closely examined, and the visualiser even allows users to look under the bodywork to discover more about the Elva’s suspension and brakes.

The range of exotic materials carefully curated for Elva customers by McLaren’s design team and MSO can also be showcased with ease. Notable amongst these is Ultrafabrics®, a durable, lightweight and weather-resistant material that draws inspiration from high-end performance materials used in private jets and luxury yachts. Soft coverings can be embellished with reflective micro-piping to create unique flourishes of light in the dark, while on harder surfaces, carbon fibres and precious metals can be used individually or combined to spectacular effect- as pioneered on the McLaren Speedtail.

To further inspire customers by shaping existing visions and seeding new ideas, McLaren’s design team have released two new Elva design concepts, Timeless and Explore. Each includes a range of visual themes, incorporated into the MAV programme, to generate ideas and prompt discussion.

The themes in Explore evoke the spirit of adventure expressed by Elva ownership; Magma, for example, suggests the power of molten lava in a Satin Azores and Satin Memphis Red Velocity blend of exterior colours, a look that continues inside with Caviar Black Ultrafabrics® to create an unapologetically dramatic appearance.

Timeless, meanwhile, focuses on the sense of history encapsulated in the Elva’s design, balanced by a fascination with the future. The laid-back Urbane combination of Liquid Alloy Gloss exterior paint and Cortado Tan Enhanced Full Aniline leather interior is one of the themes, visually suggesting elegance coupled with relentless performance.

“The Explore and Timeless concepts offer a contemporary aesthetic contrasting the heritage M1A Elva themes previously devised for our latest Ultimate Series car. Both of these new concepts are tailored to showcase the Elva’s incredible form, be it Timeless’ classic elegance or Explore’s technical finishes. Both capture our core design principle of ‘everything for a reason’.”
Robert Melville, Design Director McLaren Automotive

Those customers looking to re-create an iconic McLaren racing livery may also be inspired by the MSO M1A and M6A themes – an homage to Bruce McLaren’s legendary race cars. The M1A Elva theme features a Magnesium Silver racing stripe that sweeps along the sills, runs around the front splitter and up over the hood, accompanied by an Accent Red pinstripe and completed by Bruce McLaren’s iconic number 4 racing graphic. A fitting tribute to the fastest car at the 1964 Canadian Sports Car Grand Prix.

Alternatively, the MSO M6A replicates the McLaren Can-Am icon of 1967 in its external paint scheme. Anniversary Orange recalls the moment this legendary racing color was adopted, and is adorned with a Dove Grey stripe, McLaren Cars decal and Bruce McLaren’s signature in blue, as well as his race number 4. Full Satin carbon fiber bodywork and 10-spoke Diamond cut wheels seal an edgy 21st century effect.

 

______________

Ends

Note to editors:

A selection of high resolution images accompanying this release is available to download from the McLaren Automotive media site – cars.mclaren.press

About McLaren Automotive:
McLaren Automotive is a creator of luxury, high-performance supercars.

Every vehicle is hand-assembled at the McLaren Production Centre (MPC) in Woking, Surrey, England.

Launched in 2010, the company is now the largest part of the McLaren Group.

The company’s product portfolio of GT, Supercar, Motorsport and Ultimate models are retailed through over 85 retailers in 40 markets around the world.

McLaren is a pioneer that continuously pushes the boundaries. In 1981, it introduced lightweight and strong carbon fibre chassis into Formula 1 with the McLaren MP4/1.

Then in 1993  it designed and built the McLaren F1 road car - the company has not built a car without a carbon fibre chassis since. As part of the Ultimate Series, McLaren was the first to deliver a hybrid hypercar, the McLaren P1™.

2019 saw McLaren launch the 600LT Spider as well as the new GT, the track-only Senna GTR and unveiled the 620R and the McLaren Elva.

In 2020, McLaren launched the 765LT. In addition, it unveiled the all-new lightweight architecture innovated and manufactured at the £50m McLaren Composites Technology Centre opened in the Sheffield region in the North of England that will underpin the next decade of McLaren’s electrified future.

To support the development, engineering and manufacture of its range of innovative sportscars and supercars, McLaren Automotive partners with world leading companies to provide specialist expertise, technology and solutions. These include AkzoNobel, Ashurst, Dell Technologies, Pirelli, Richard Mille and Tumi.

McLaren Group:
The McLaren Group is a global leader in luxury automotive and technology and comprises three businesses: Automotive, Racing and Applied.

 

Further information:

Roger Ormisher
Vice President, Communications & PR | McLaren North America
Phone: +1 714 501 8137
Email: roger.ormisher@mclaren.com 

Lauren Dowdy
Press Officer– North America McLaren Automotive Limited
Phone: +44 (0) 1483 241453
Mobile: +44 (0) 7818 537845
Email: lauren.dowdy@mclaren.com

Media website: cars.mclaren.press
Facebook: www.facebook.com/mclarenautomotive
Twitter: www.twitter.com/McLarenAuto
You Tubewww.youtube.com/mclarenautomotivetv