Racing key for upper-crust Brits

Racing improves the breed – and improves relationships with owners and customers. Or so say the Asia Pacific bosses of British upper-crust brands, McLaren and Bentley.

Following the lead of brands like Mercedes-Benz and Ferrari, the Brit brands are upping their involvement with the local racing scene – in the first instance via activations at the Bathurst 12 Hour. But both brands are confident they will have added involvement in the local GT racing series in the near to medium term.

McLaren will announce Zagame Automotive as its local motorsport representative in the coming weeks, while Bentley says it is close to securing purchasers for new Continental GT3 racecars Down Under.

Speaking to motoring.com.au at this weekend’s Bathurst 12 Hour, Managing Director Asia Pacific for McLaren Automotive, George Biggs, told motoring.com.au that the brand’s customers were asking for more motorsport activations.

“Just a few years ago we didn’t have any representation [at Bathurst 12 Hour] but our customers have told us ‘we want to be here’,” Biggs explained.

“There’s a strong association between McLaren road and race cars and a good level of association between the customers. As we develop the road cars, motorsport is going along with it,” he said.

Australia is well into the top 10 in terms of McLaren’s international markets. The company more than doubled sales Down Under in 2016.

At its UK headquarters, it recently took the decision to bring its sales and management of motorsport customers within its main organisation. Biggs says it’s about delivering a consistent experience.

The appointment of Melbourne McLaren operation Zagame as the local competition operation is a direct result of this. The well-established dealership group will open a dedicated motorsport facility in the very near future.

The growth of local sales of (especially) the new GT4 and Sprint versions of the McLaren 570S are expected to be a key function of the operation.

Bentley’s racetrack connections and successes are a blend of customer and fan interaction, Asia Pacific head of Bentley sales, David Simpson, says.

“Outside of the UK, Bathurst is arguably our strongest fan activation,” Simpson explained.

“Merchandise sales are strong and the Continental GTs are a big fan favourite.”

Simpson asserts there’s none of the tall poppy angst a super-luxury brand might expect. And he says the full spectrum of well-heeled Bentley buyers are interested in the brand’s racetrack presence.

“We are looking at ways of expanding our motorsport activities in this part of the world – not just Australia but also other markets.

“We get around three times more coverage from the Bathurst 12 Hour than we do at Nurburgring [24 Hour]. And our owners are very involved,” Simpson explained.

Bentley displayed the country’s only Bentley Bentayga Diesel SUV at the Bathurst 12 Hour.

The big Bentley arrives in dealership soon priced at around $320K plus on road costs. Bentley will offer it through a new captive finance product from $3999 per month.

Bentley, McLaren, Ferrari and Mercedes-Benz all exhibited cars as part of the Bathurst 12 Hour ‘Manufacturers Walk’ display at the endurance event.