The problem with McLaren is that there is not enough difference among their products, ever since the first 12C rolled off the line, outside of a handful of bespoke ultra exclusive models, every single car can be traced right back to the 12C. All basically variants, instead of actual different models.
It's basically the same tub, same engine, same gearbox. There are some modifications but it's still the same item boiled down to the basics. At least they have begun to install V6s instead of V8s. And hybrid systems now.
It isn't a bad strategy to start off with, Aston had successfully used one platform, the VH, for the longest time. But at least in Aston's case, each variant is very difference than the next, consumers can tell the difference. Some would bring Porsche into the discussion with the 911. But that's where the argument fails. while each of the 911 variants starts off with the same body in white, there are enough content, engine tuning, suspension tuning differences to make them each their own. That same 911 platform also spawn the Cayman/Boxster models, something most don't realized is 1st cousins to the 911s.
The ugly front styling didn't help. It literally pushes potential customers out the door. Which also means they are missing out on the good attributes of a Mclaren. They are vey easy to live with day to day, steering is excellent and power is way more than adequate, even on the entry model. Very good comfort inside and quite decent cargo room.
What they should have done earlier is to invest in a cheaper platform, for their entry level cars, Like Lamborghini. Before the Urus, Lamborghini only had 2 models, on 2 different platforms. They never merged. While one can argue the Huracan platform was shared with Audi, there is no arguing it's still cheaper even without the sharing as compared to the Aventador platform. The 'low end' model is a great sale success, thus bringing in the money needed. Over at Mclaren, their entry models had the most success also, but because of the expensive platform, they don't quite have the luxury of great margins. McLaren only really relies on specialty models and their hyper big margins to bring in real money, this strategy just doesn't work. Prime example would have been the P1. It was a souped up 12C, an educated guess on the BoM pegged the cost of producing one at ~$400k, thus it generated ~a million dollar profit for each car sold. But since it wasn't sold at a great number so the total profit from that car was only ~350mil or so, drop in a bucket for McLaren's expansion ambition.
At least they did the smart thing and dropped the entry level cars with tiny margins. The 720 is now the entry level car. Which is a good thing as there is a decent profit margin there.
What's funny is that in their short existence, they have already retired the 12C, 12C Spider, 650S, 650S Spider, 675LT, 675LT Spider, P1, 540C, 570S, 570S Spider, 600LT, 600LT Spider, 570GT and the 620R. That's 14 models/variants in a little over 10 years. They were banking on customers keep upgrading and buying new cars to keep their business going, something that cannot be counted on. Especially not in an economic downturn. McLaren cars are 'toys', first thing people cut when the going gets tough.
With them keep changing their offerings so quickly, it kills the secondary market, customers aren't keen to getting burn year after year. One reason they can't quite keep long term customers, unlike say Ferrari, Porsche and even Lamborghini and Aston.
What they needed to do is to stabilize their offerings, create more separation among their products into clear segments and pray for a quick turnaround of the world's economy. They can't continue down this suicidal path.
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