McLaren Automotive Website
Project 01 · Featured Case Study
McLaren
Automotive

Global website management for one of the most prestigious supercar brands in the world, delivering the digital home for McLaren's road car range across every market. 90+ retailer sites · 7 supercar launches · AEM migration.

Company
McLaren Automotive Ltd
Role
Digital Executive
Scope
Global · 90+ Sites
Year
2018 – 2020
01 / The Brief

The
Challenge

McLaren Automotive was scaling its digital presence to match an extraordinary product roadmap: a run of seven supercar and hypercar launches, from the Senna GTR and Speedtail to the 600LT Spider, GT, Elva and 765LT. Each one needed a flawless digital launch, delivered in sync across more than ninety international retailer sites including Japan, Germany and China.

"Migrate the global platform to Adobe Experience Manager, unify 90+ retailer sites, and deliver every launch to the standard the cars demand."

McLaren Automotive responsive website
The McLaren Digital Experience
One platform, every market
A single AEM-powered ecosystem serving McLaren's global and retailer sites. Consistent brand, localised content, and launch-ready product pages deployed across every region on demand.
02 / The Work

What I
Contributed

A 2-year in-house role spanning the full breadth of McLaren's digital activity, from the global AEM migration to supercar launch campaigns and the bespoke world of McLaren Special Operations.

01
Global & Retailer Websites
Delivered content across McLaren's Global and Retailer websites, supporting major vehicle release campaigns and the day-to-day digital activity of a global supercar brand.
02
AEM Platform Migration
Supported the global migration to Adobe Experience Manager across 90+ retailer sites, including Japan, Germany and China, enabling scalable, localised content deployment.
03
7 Supercar Launches
Delivered digital content for seven global launches (Senna GTR, Speedtail, 600LT Spider, GT, Elva, 720S Spider and 765LT) across product pages, marketing assets and bespoke configurator alignment.
04
Insight, CRM & Mentoring
Supported CRM and marketing campaign activity, produced analytics insight to steer digital improvements, and mentored a marketing undergraduate on SEO and AEM.
McLaren Special Operations
McLaren MSO website
McLaren GT website
McLaren 720S
03 / Detail in Focus

Craft at
Every Level.

From product pages crafted for global supercar launches to the bespoke customisation universe of MSO, the same precision applied to every pixel, every market, every device.

McLaren GT
Model Launch Page · 765LT
Track-Bred Longtail
Launch content for the most extreme of the Longtail line, built to convert at the level a global supercar brand demands, with refined typography, structured navigation and rich visual storytelling across every market.
McLaren MSO website page
Content & SEO
Blogs & Editorial
Keeping the site fresh with a steady flow of published content, taking raw copy from agencies and turning it into SEO-optimised blogs and articles, published on a regular cadence across the platform to drive organic visibility and keep the brand current.
04 / How I Delivered

The
Approach.

Behind the output sat a way of working built for a global brand: structured delivery, tight coordination across teams and markets, and a constant push for quality at pace.

01
→
Stakeholder Coordination
Aligned internal teams, regional markets and senior stakeholders around shared priorities and timelines, keeping a fast-moving global roadmap moving in one direction.
02
→
Agency & Partner Management
Briefed and managed agency and production partners across content, photography and configurator work, holding quality and brand standards from kick-off to live.
03
→
Cross-Market Consistency
Coordinated content across 90+ retailer sites and multiple languages, so every market launched on-brand and on-message without losing local relevance.
04
→
Analytics-Led Iteration
Produced performance insight to guide ongoing improvement, turning data into practical refinements across product pages and campaign content.
McLaren Artura
The standards that applied here, precision, pace, and uncompromising finish, define every project I take on today.
Jee Singh
Founder · Jee Singh Studio
05 / By the Numbers

Delivered
at Scale.

7
Supercar Launches
Supercar and hypercar launches delivered with synchronised global timing
90+
Retailer Sites
AEM-powered retailer network across every continent McLaren operates in
3
Continents Live
Localised content live across markets including Japan, Germany and China
1
Global Platform
A single AEM migration that became the foundation for all future work
06 / The Outcome
The full programme of supercar launches delivered on schedule, synchronised across all global markets. The AEM migration provided McLaren with a scalable digital foundation for future growth, and set the benchmark for every project that followed.
McLaren Automotive · 2018 – 2020
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