McLaren improving resale values, brand equity through video games; days of supercar resale profiteering ‘long gone’
McLaren is working to build its brand equity and better compete with the likes of Ferrari and Lamborghini on resale value, despite continuing its plan to launch 18 new models by 2025, of which four have now been revealed. The upstart supercar brand has increased its global sales by 44 per cent in the last four years as it takes on the supercar incumbents of Ferrari and Lamborghini.