Geneva celebration for McLaren as new Swiss retailer opens for business

31 mar 2021

  • New McLaren Geneva retailer displays McLaren range by the shores of Lake Geneva
  • Artura displayed alongside other McLarens in road-car range that now comprises GT, Supercars and Ultimate models

McLaren’s newest retailer in Geneva, the city famed for its annual International Motor Show that first took place in 1905, put on a display of McLaren models to celebrate the official appointment and commencement of business of its new McLaren showroom in the Swiss-French region.

The display – representing McLaren’s range of road-going models comprising GT, Supercars and Ultimate car – was set against the backdrop of Lake Geneva.

McLaren Geneva joins McLaren’s retailer network in Switzerland alongside existing facilities in Zurich and Lugano and will cater to customers situated in the Romandy cantons of Switzerland. The new retailer is operated by luxury brand specialist, Pegasus Automotive Group SA and becomes the 37th official McLaren showroom in the Europe, Middle East and Africa region.

The facilities will open in Q2 of this year, but the Pegasus sales team is already working with customers on the cars and bespoke colour, trim and options available across the McLaren Automotive new model range.

“It is great to see our range of models on display in a city world-renowned for automotive excellence and passion and the appointment of a new McLaren retailer in this key market is a very positive way in which to begin the second decade of sales operations for McLaren Automotive”, commented Brett Soso, Managing Director - Europe, Middle East & Africa, McLaren Automotive Ltd. “Our model line-up of GT, two supercar models in the all new McLaren Artura High-Performance Hybrid and the 720S, and the rare and exclusive Ultimate cars sees McLaren ideally positioned to emerge from the Covid-19 pandemic into an exciting new era.”

The 2021 McLaren range now opens with the GT, Sports Series production having finished in December 2020. The all-new Artura High-Performance Hybrid that was revealed in February further expands the McLaren supercar portfolio, lining up alongside the 720S and 720S Spider. Beyond this are the McLaren Ultimate models: individual, ultra-exclusive hypercars designed to very specific briefs and delivering at the highest levels of performance in their chosen fields. McLaren Geneva chose the McLaren Senna as the Ultimate representative; the most recent model is the two-seater Elva roadster, a car created to distil driving exhilaration to its purest form – symbolised by an open cockpit with no windscreen or windows, but with a world-first Active Air Management System to shelter occupants by manipulating the air flow over the car.



Notes to editors:

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

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™. In 2016, it announced a new hybrid hyper-GT would be engineering, confirming this next Ultimate Series car as the Speedtail in 2018.

2019 saw McLaren launch the 600LT Spider, the new GT and the track-only McLaren Senna GTR. It also unveiled the 620R and McLaren Elva before launching the 765LT the following year.

Most recently, the company unveiled its all-new high-performance hybrid supercar, the McLaren Artura.

The Artura is the first McLaren to benefit from the McLaren Carbon Lightweight Architecture (MCLA). The MCLA is designed, developed and manufactured at the McLaren Composites Technology Centre in the Sheffield region of England using world-first process and will spearhead the brand’s electrified future.

McLaren Automotive also chooses to partner with like-minded world-leading companies and organisations who push the boundaries in their respective fields. These include AkzoNobel, Ashurst, Dell Technologies, Gulf, 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:

Amel Boubaaya
Head of PR – Europe, Middle East and Africa | McLaren Automotive Limited
Phone: +44 (0) 1483 261500
Mobile: +44 (0) 7920 531357

Valentina Pichler
European Press Officer McLaren Automotive Limited
Mobile: +44 (0) 7717 527991

Kevin Ritson
Press Officer | McLaren Automotive Limited
Phone: +44 (0) 1483 261500
Mobile: +44 (0) 7979 546018

Adam Gron
Regional PR &  Marketing Manager – Middle East and Africa McLaren Automotive Limited
Mobile: +973 (0) 66 398339

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