McLaren Automotive unites Europe, Middle East and Africa under new regional division as it gears up for second decade

5 okt. 2020

  • McLaren operations in Europe, Middle East and Africa now united under EMEA region
  • New regional entity includes 20 markets, 36 retailers and a third of global sales volume
  • Revised structure aims at streamlining business operations and exploiting synergies
  • Regional division led by Brett Soso, Managing Director – Europe, Middle East & Africa

McLaren Automotive, the British creator of luxury, high-performance supercars, announces today 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 Western Europe, the United Kingdom, Central Europe, as well as the Middle East and Africa.

  • Western Europe led by Steve Robson, Market Director - Western Europe, which includes: Sweden, Netherlands, Belgium, France, Monaco, Italy and Spain;
  • United Kingdom led by Stephen Harvey, Market Director - UK;
  • Central Europe led by Bastian Luehmann, Market Director - Central Europe, which includes: Germany, Switzerland, Latvia and Poland;
  • Middle East and Africa includes Bahrain, Oman, Kuwait, Saudi Arabia, Qatar, Lebanon, 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.

The Western Europe sub-region includes Sweden, Netherlands, Belgium, France, Monaco, Italy and Spain and is led by Steve Robson who has been promoted to Market Director – Western Europe. He will be seeking to reinforce McLaren Automotive’ s presence in Europe, as well as expanding its visibility at an exciting time for the brand.

The new position reflects the expansion of the brand across the world in the last decade. He reports directly to Managing Director Europe, Middle East & Africa, Brett Soso, and is based at the company’s headquarters, in Woking, UK. Steve joined McLaren Automotive in June 2014 and has been recently acting as Head of Aftersales across Europe. Prior to joining McLaren Automotive, he spent his time as an Aftersales Manager in Bahrain and most recently with Jaguar Land Rover in the Saudi Arabia. He has over fourteen years’ experience in this field covering many different regions and markets.

“It has been an incredible journey to be part of McLaren Automotive over the last six years. Working in so many different regions and markets with diverse cultures has been a very exciting and formative experience. The team is now ready for McLaren Automotive’ s second decade and is looking forward to developing the Western European markets, being by far one of the most culturally diverse in the world and part of the brand’s story since the early years with the launch of the 12C Coupé.”

Steve Robson, Market Director – Western Europe

For more information on McLaren Automotive, its award-winning range of supercars, as well as a complete list of retail locations in Europe, Middle East and Africa, please visit:



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™.

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:

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
Phone: +44 (0) 1483 261500
Mobile: +44 (0) 7717 527991

Federica Bruno
Communications Consultant | McLaren Western Europe
Mobile: +33 (0) 6 4062 6093

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