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  1. 1. 1 DIRECTOR MARKETING PLAN MCLAREN MP4-12C São Paulo / SP June 2010
  2. 2. 2 SUMMARY 1. .....................................................................................................................4 1.1. THE COMPANY..................................................................................................4 1.1.1. History...................................................................................................5 1.1.2. Mission...................................................................................................6 1.1.3. Vision.....................................................................................................6 1.1.4. Values....................................................................................................6 1.1.5. Main Products........................................................................................6 2. MCLAREN...................................................................................................7 2.1. MCLAREN HISTORY..........................................................................................7 2.2. COMPETITION CARS......................................................................................12 2.3. AUTOS..............................................................................................................19 3. MARKETING POLICY...............................................................................39 3.1. BRAZIL.....................................….....................................................................39 3.1.1. Statistical Data – Country..........................................................39 3.1.2. Statistical Data – Automotive Sector.........................................40 3.1.3. Data Competitors…...................................................................47 3.2. CONSUMER PROFILE……..............................................................................48 3.2.1. Luxury.......................................................................................48 3.2.2. The brazilian market..................................................................48 3.3. SALES PROJECTION…...................................................................................50 4. MARKETING STRATEGIES……..............................................................52 4.1. PRODUCT.........................................................................................................52 4.2. BCG MATRIX....................................................................................................57 4.3. PFOA MATRIX..................................................................................................58 4.4. OBJECTIVES....................................................................................................58 4.5. STRATEGY.......................................................................................................58 4.5.1. Prices...................................................................................................58 4.5.2. Distribution...........................................................................................59 4.5.3. Product................................................................................................60 4.5.4. Promotion............................................................................................61
  3. 3. 3 5. CONCLUSION...........................................................................................62 ANNEX I.........................................................................................................64 ANNEX II........................................................................................................65 ANNEX III.......................................................................................................71
  4. 4. 4 1. 1.1. THE COMPANY Group is a company that will complete 20 years …
  5. 5. 5 2. MCLAREN 2.1. MCLAREN HISTORY  Timeline When Bruce McLaren died in 1970 in an accident in testing at Goodwood with 33 years, he had already established a rich legacy. His team had a phenomenal success in various types of racing and he had been successful as a pilot, much admired as a person and much loved at sport world. This heritage has survived over the years. Teddy Mayer lead the team for a decade after the death of McLaren and Ron Dennis (Annex II) then took control. In the last 20 years, McLaren International, now known as McLaren Racing had an incredible success, executed with all attention to detail that the founder always appreciated.
  6. 6. 6 But it all started across the world. Bruce McLaren was born in Auckland, New Zealand on August 30, 1937. His father, Leslie, competed on motorcycles and, after the war, he moved to racing cars. Bruce McLaren had an extraordinary childhood. However, with nine years old, he contracted the disease from Perth, which affected his hip. After a month in hospital, he spent three years in a home for crippled children, her legs in casts, and lay motionless for months. Later, he was permitted to use a wheelchair, while the fear that he would never walk again was present. He did, of course, but with a limp, his left leg was half an inch shorter than the right. All this time, however, he studied and was able to join an engineering course at Seddon Memorial Technical College. But he was most interested in racing. His father bought a 750 cc Austin Seven Ulster. Bruce convinced his father that he should hurry up and start racing, his competitor was Phil Kerr, who later became a mainstay of McLaren. When this Austin was sold, Bruce drove the Austin Healey 100 from his father in 1956 / 7, but when he could no longer be "the best", McLaren was able to buy a Cooper with a middle seat previously used by Jack Brabham. Throughout this time, Bruce was still a student, and achieved a kind of correspondence course in England, with Brabham. Brabham then suggested taking a couple of Coopers to New Zealand for the winter and Bruce drove one. There was a modest success, and Bruce became the first pilot from New Zealand in the Europe in 1958. When McLaren arrived in England, sold his own car and bought a new Cooper. It was the beginning of his international career, and he learned about European races. Finished in fifth place overall and took first place in the German Grand Prix at the Nurburgring Formula 2. He took a Formula 2 1960cc to home and in New Zealand, won the national championship in winter. In 1959, Cooper signed with McLaren's Formula 1 and stayed for the next six years. His companion was Jack Brabham, and in that first year, he won the final Grand Prix of the
  7. 7. 7 year at Sebring. He was the youngest winner of a Grand Prix, with 22 years, and his teammate won the World Championship. Bruce became engaged to Patty Broad that winter, and married her the following year. On his return to Europe, he, again, was racing for the Brabham team, and once again, the New Zealander won the World Championship. McLaren also won in Argentina. Now, Brabham leaves the team, and Bruce becomes the leader, but in 1961, the new regulation was expensive for the engineering team. Improved in 1962 when Bruce was allowed in the design process and won at Monaco, finishing third in the championship. The next year was very difficult. Patty McLaren injured in a skiing accident, John Cooper was seriously injured in a road accident and Bruce was thrown out of his uncompetitive car at the Nürburgring. Bruce McLaren began looking for alternatives. As usual, McLaren wanted to take a racing car to New Zealand to race in the Tasman series, but his suggestion for racing Coopers for him and the American Timmy Mayer, came to nothing. Then, in late 1963, Bruce McLaren and the brother of Teddy Mayer recorded the name Bruce McLaren Motor Racing Ltd. The series was a success in that Bruce won the championship, but tragic because Mayer died. He had sown, but Bruce McLaren sad that there was nothing like the design, construction and operation of their own race cars. It was a complete circle. McLaren continued as pilot of a Formula 1 Cooper for two more seasons. He scored 13 points in 1964 and 10 points in the following year, while his own company was being established. While the Formula 1 remained in the main series, sports cars were also fashionable on both sides of the Atlantic. Bruce, by Mayer, bought the former Mecom / Penske Zerez special and raced in Europe. He spawned the idea of his own car, the McLaren M1, which was put into production by Peter Agg Lambretta Trojan Group. They made and sold 200 McLarens during the next ten years. Bruce McLaren was also involved in developing cars like the Ford GT 40 (Annex III). McLaren was still the number one driver of the Cooper in 1965, but Charles Cooper died and his son John sold the team to the Chipstead Motor Group. McLaren, helped by a former top executive named Robin Herd, began looking for other areas of sports cars and in 1966, looked at the new Formula 1 (three liters).
  8. 8. 8 After showing a great advance, in 1973, the McLaren team closed a sponsorship deal with Marlboro, a tabacco industry, which resulted in the contract with a Brazilian driver, Emerson Fittipaldi, and with it the first titles of the team. After Fittipaldi, James Hunt has continued its path of success of the team. In 1982, Niki Lauda arrives in team and sets up a successful structure, where the TAG (Techniques d'Avant Garde) acquired the rights from Porsche to develop a revolutionary engine turbo V6 and provide them to McLaren. In 1987, the engines start to be Honda and pilots were Alan Prost and the Brazilian, Ayrton Senna, giving a new look to Formula 1. Ayrton Senna in 1988, debuting on the team since the season closes with the title of champion, continuing to victories in 1990 and in 1991. After the departure of Senna in 1992 and his death in 1994, the team was in crisis and was only returning to the path of success in 1997 with consecutive victories of Mika Hakkinen in 1998 and 1999. Today is an organization that goes far beyond Formula 1 team. In 1994, he produced a street sport car, the McLaren F1 with BMW engine, which is today one of the fastest series
  9. 9. 9 cars ever made. After that, McLaren produced at its headquarters, the exotic Mercedes- Benz SLR McLaren in partnership with Daimler-Chrysler. Its headquarters, the McLaren Technology Centre is a next generation building, which was a finalist in an architectural award.
  10. 10. 10 2.2. COMPETITION CARS  1965 – McLaren Elva M1A  1966 – McLaren M1B  1967 – McLaren M6B  1967 – McLarenM6  1967 – McLaren M1C  1968 – McLaren M6B McLeagle
  11. 11. 11  1968 – McLaren M6B  1969 - McLaren M12  1969 – McLaren M6B GT  1969 – McLaren M12  1969 – McLaren M10 - B  1970 – McLaren M8C
  12. 12. 12  1971 – McLaren M8F  1971 – McLaren M8E/D  1971 – McLaren M8E  1971 – McLaren M14D  1971 – McLaren M12B  1972 – McLaren M8F
  13. 13. 13  1972 – McLaren M20  1973 – McLaren M23  1974 – McLaren M16C   1976 – McLaren M23  1977 – McLaren M26  1977 – McLaren M23
  14. 14. 14  1994 – McLaren F1 GTR  1997 – McLaren Mp4-12  2000 – McLaren MP4/15  2002 – McLaren MP4-17  2003 – McLaren MP4-18  2003 – McLaren MP4-17D
  15. 15. 15  2004 – McLaren MP4/19  2004- McLaren MP4-19B  2005 – McLaren MP4-20  2006 – McLaren MP4-21  2007 – McLaren MP4-22  2008 – Mercedes-Benz MP4-23
  16. 16. 16  2009 – McLaren MP4-24  2010 – McLaren MP4-25
  17. 17. 17 2.3. AUTOS  1967 – McLaren M6/GT Pilot, designer, engineer and business owner, Bruce McLaren had a brilliant life and career. In 1964 he began to design, build and sell race cars of McLaren, both for F1 and for the Can-Am series. His McLaren M6 cars dominated the Can-Am series until 1971. After achieving success on the racing circuit, he began a successful career in the urban car market based on its line of racing cars. The prototype of M6/GT was built in McLaren Motor Racing and later became the personal car of Bruce Urban. The chassis was built by John Collins, the same guy who worked on the project with John Wyer's Ford GT40. The M6/GT was a Can-Am car nice to drive. Mounted in the center of the vehicle had an engine of 500 horsepower and acceleration 0-100 MPH in about eight seconds. GT has two cars were built by the Group Trojan. When John Collins left the McLaren, he set up shop in Southern California. Later, he began offering versions of M6/GT made on retired race cars by McLaren. One particular example was built by Collins in mid-1980 from a 5000 F1.
  18. 18. 18  1994 - McLaren F1 In 1995, the McLaren F1 GTR achieved its place in history by winning the Le Mans. Seven cars were entered in the prestigious and hard race "24 Hours of Le Mans." When the checkered flag fell, the GTR had achieved a surprising first place and also the 3rd, 4th, 5th and 13th overall and 1st, 2nd, 3rd and 4th in GT class. McLaren became the first manufacturer to get four of the top five with a vehicle rookie. The winning GTR had never been flown before Le Mans and also it was not more. F1 GTR cars were built by McLaren cars LTD which is a subsidiary of the McLaren Formula 1 team. At the time of its development, was the most expensive, most powerful and fastest production car in the world. This unique vehicle had a modified version of the BMW engine 6.1 liters, 12 cylinders placed in the rear to balance the weight distribution. With almost 630 horsepower, the F1 GTR can accelerate from zero to sixty in just over three seconds and had a top speed over 230 mph. It had the speed record (240.1 mph) until the arrival of the Bugatti Veyron in 2005 It had three seats and the driver seat was in the middle. The objective was to once again balance the weight distribution and that the driver had great ability to see the road. During the production time, lasting from 1991-1998, only 100 cars were produced, making this a very unique car. There were five LM cars produced to celebrate the historic achievements of Le Mans, one for each of the F1 GTR which finished the race. F1 LM was
  19. 19. 19 very similar to cars of Le Mans, but they were modified in order to pass on the streets. The engine has been adjusted slightly to produce astonishing 680 horsepower. There were three GT models created. The GT cars were built to bring the power down, much like the cars of Le Mans. The body was extended and a redesign of the rear deck helped achieve this goal. From 1995 to 1998, 28 cases of GTR have been created. The F1 GTR varied slightly from year to year. Some are designed to run four hours, while others were built for racing 24 hours. Many specifications were based on the desire of the buyer. Great stories often come from humble and / or simple beginnings. Such was the case with the McLaren F1 for a decade was the fastest car in the world by a wide margin; it would have been conceived during a casual discussion in an airport lounge in Milan. The McLaren team at that time was the dominant force in Formula 1 and had just been victorious in 1988. Ron Dennis from McLaren, Creighton Brown and Gordon Murray sat with Mansour Ojjeh waiting for a plane when the discussion of a world record dominated by a supercar for public use came to light. According to the story, Murray drew a fancy car with the driver seated in the center like a Formula 1 car. Dennis was delighted with the idea and the group agreed to begin developing a supercar that would essentially combine the technological advancements and various parts of a race car in an urban car. Since its creation, the design of supercar strongly attracted, not only giving the vehicle a nickname iconic McLaren F1, but also providing engineering work, apparently "retired" racing car. The McLaren F1 was the first vehicle to have a lightweight carbon fiber composite monocoque; magnesium and titanium were used for strength and weight reduction. In Tochigi, Japan, Research Center of Honda, Murray tried to convince the Japanese automaker to develop an engine from its F1, but interest was small. Searching, Murray found the BMW Motorsports division - known as the enthusiasts of BMW M and headed by Paul Rosche at the time - that was interested. To achieve the required performance, BMW showed a 6.1 liter V12 developed from its familiar V12 engine. The S70 / 2, as it was called internally, exceeded expectations and demands of Murray. It was not heavy, but
  20. 20. 20 weighed more that Murray wanted. BMW managed to lower the weight. The technology involved in the motor is, to say the least, surprising, especially given the short period of development. Magnesium was used throughout to reduce weight. Murray also requested that the electronics of F1 was not as complex as the other supercars of the early 1990s. Power steering, transmission, semi-automatic traction control and anti-lock brakes were not even considered for the F1. Although the F1 had been designed to be a city supercar, was established with a minimum standard of comfort. Thus, features such as air conditioning, power windows and radio are included. This comfort level also required a certain flexibility of the chassis. By positioning the mass of the car in the center, the weight distribution was set at 42% front and 58% at the rear. In late 1992, just 34 months after the first group conversation, the first prototype McLaren F1 saw the light of day and a year after the first model is produced. The development itself was not without its share of setbacks - the first prototype met an untimely death during testing in Namibia in April 1993, thereby demonstrating that they were accidentally necessary security fixes. McLaren set up three additional prototypes for testing shared with BMW. The most notorious of which the second car, codenamed XP2 was used in a crash test. The vehicle proved scientifically safety. The construction is lightweight, and although not fulfill the initial goal of Murray; his weight is not a disappointment. Further, the F1 remains one of the lightest supercars ever produced. Although it was initially designed as a passenger car / urban, race teams convinced McLaren has produced a version of the car to compete on the track. There were three different versions, the GTR - available in 1995, 1996 and 1997 - LM or Le Mans, and the final model the GT.
  21. 21. 21 The GTR is most famous for his victory in the 1995 24 Hours of Le Mans in the hands of Yannick Dalmas, Masanori Sekiya and JJ Lehto. A handful of F1 GTRs already been converted to use for walking, now that they are no longer eligible in the FIA Racing. Simple and quiet, with their heights slightly altered to traffic on public streets and a few more changes that allowed F1 win many streets. However, despite its formidable performance on the track - and especially its reliability - the F1 is the most notable achievement in the eyes of many. In April 1998, Andy Wallace became the fifth wheel of the prototype - XP5 - Volkswagen's Ehra test track in Wolfsburg, Germany, to help determine the ability of F1. The nine kilometers in a straight line, the track testing enabled Wallace to run the speed limit of 391 kilometers per hour (243 mph), a record for production car that was not broken for nearly a decade. The F1 remains the fastest in the world. The first F1 produced for a client was released in December 1993. Only 69 units (including the 5 prototypes) were built for urban / highway, though the production has been small, the F1 is a legend.  1995 - McLaren F1 LM To celebrate this extraordinary feat, McLaren Cars has created a limited edition of just five LM - one for every F1 GTR which finished the race. Although the LM is a model itself, the
  22. 22. 22 concept was that it must be a 1995 F1 GTR, with minimal modifications to make it usable in urban centers Thus the LM runs with an engine more powerful than any F1, road or race, using a GTR engine without air restrictors. The car also has 18” wheels. As a tribute to the memory of Bruce McLaren, all the F1 LM were painted in Papaya Orange color, the same color used on their cars in Formula 1 and Can-AM. Within an LM, the seats are molded into the monocoque and carbon fiber interior is beautifully finished with high gloss varnish. With 680 hp and weighs 60 kg less than the F1 car, the F1 LM is the fastest of all the F1.  1996 - McLaren F1 GTR F1 GTR cars were built by McLaren Cars, a subsidiary of the McLaren Formula 1 team. At the time of its development, was the most expensive, most powerful and fastest production car in the world. This unique vehicle had a modified version of the BMW engine 6.1 liters, 12 cylinders placed in the rear to improve weight distribution. With almost 630 horsepower,
  23. 23. 23 the F1 GTR can accelerate from zero to sixty in just over three seconds and had a top speed of over 230 mph. There were three seats and the driver in the middle. The objective was to once again improve weight distribution and leave the driver with optimum viewing capability. During the production time, lasting from 1991-1998, only 100 cars were created, making this car very unique. The McLaren F1 production began in 1991 and resulted in a total of 64 examples built. LM five cars were produced / created to celebrate the historical achievements held in Le Mans, one for each of the F1 GTR which finished the race at Le Mans. The F1 LM was very similar to cars of Le Mans, but they have been modified for urban use. The engine has been adjusted slightly to produce astonishing 680 horsepower. From 1995 to 1998, 28 cases of GTR were produced. The F1 GTR varied slightly from year to year. Some are designed to run four hours, while others were built to 24 hours of racing. Many specifications were based on the desire of the buyer. The McLaren F1 was the most expensive car produced in the world, and every detail was done with care. McLaren returned to negotiate with BMW to develop an engine worthy of this supercar and BMW responded with a 6-liter V-12 developing 636 horsepower. Production lasted until 1998 with a total of 107 copies produced, including prototypes and racing versions. Murray designed the car to be aerodynamic, lightweight, excellent weight distribution and very powerfull. It was packed with the latest technologies and used the most exotic and advanced materials available. It was safe, reliable and durable. Despite being the fastest vehicle ever created at the time, their equipment have a superiority odd, such as sound system, air conditioner, defroster, power windows, remote central locking, courtesy lights in all compartments, among others. The McLaren F1 remained the title of the fastest production car in the world until March 2005 when the 1001 horsepower Bugatti Veyron reached a speed of 253 mph.
  24. 24. 24  1997 - McLaren F1 GT The McLaren F1 GT is a variation of F1 GTR and were produced only three models. The GT cars were built to capitalize on the power down and were very much like the cars of Le Mans. The body was extended and a redesign of the rear deck helped achieve the goal of bringing the power down.  2004 – Mercedes-Benz SLR McLaren Legend and sophistication - these two features of the Mercedes-Benz SLR McLaren stand out immediately and are the essence of sparkling style that is spent by the new high- performance sports car, launched in October 2003.
  25. 25. 25 Legend and sophistication, these are the precepts of the design of the car, as it has elements of classic style of the legendary SLR racing car of 1950 and combines them with mastery. Combines the sophistication and avant-garde language of Mercedes cars with the modern that took the McLaren Mercedes Formula 1 team to glory. The design concept, therefore, is the division between past and present, while at the same time, shows the future of super sports cars. The new Mercedes-Benz SLR McLaren witness the tremendous experience of Mercedes- Benz McLaren Formula ally when it comes to development, design and manufacture of high performance sports cars. Experience and knowledge are combined harmoniously, resulting not only in pioneering new features, energy development and sensational impressive performance, but also at extremely high levels of safety and suitability for use day-to-day. The project presented a sensation, and remained in the Mercedes since. The style and the other roots of the tradition SLR are smoothly harmonized with traces of recent Mercedes design: including the dual headlights in front and the fascinating interaction between soft contours and taut lines, a feature that crosses many Mercedes models over time. The body style is based on the SLR McLaren Mercedes Formula 1. The arrow-shaped nose covering the Mercedes star on the front and gives the bumper as a whole a bolder look, more powerful, it follows the car champion in Formula 1 as well as the spoiler in the front bumper. Again, this is more than just a design feature of identification, it is also crucial to the vehicle's aerodynamics and engine cooling. Viewed from the side, the eye is immediately caught by the flat, wedge-shaped the new high-performance supercar. This is created mainly by the long hood, steeply raked windscreen, the positioning of the passenger cabin, big wheels and rear design. Thanks to these proportions, the side profile gives greater emphasis to the sense that runs through the new SLR.
  26. 26. 26 The design of the rear of the Mercedes-Benz SLR McLaren broke with his predecessor. Whereas the rear of the original race car is tilted down, the tailgate of the new model continues straight and the same level. As well as increasing the luggage capacity, this also serves to increase the grip. It has very high levels of practicality and luxury that truly make a difference. The padded seats combine with a multifunction steering wheel with buttons for manual gear selection and all the information the driver needs conveniently at your fingertips. High quality materials set the tone of the interior: aluminum, carbon and leather.  2006 – Mercedes-Benz SLR McLaren 722 The new Mercedes-Benz SLR 722 has all the attributes of a thoroughbred racing car. Refined in many ways, this supercar has a decidedly sporty interior. The tradition continues: the SLR 722 model is a tribute to the unforgettable victory in the British Stirling Moss race.The pilot Denis Jenkinson drove a Mercedes-Benz 300 SLR with start number 722 (indicating a start time of 7:22 AM).
  27. 27. 27 V8 Powered with 5.5 liters in issue 722 is built by hand and generates 478 kW/650 hp. The strength of high-performance engine is an immediate response to movements of the throttle, torque very emphatic and unmistakable V8 sound. The performance numbers are excellent, even for a high-level sports car: the 722 accelerates to 60 miles / h in just 3.6 seconds and 120 miles / h is reached in just 10.2 seconds. The maximum speed (210 miles / h) is above 208 miles / h previously achieved by the SLR. Sophisticated suspension, wheels, 19 inch alloy, a damper stiffer and larger brake discs with a diameter of 390 mm ensure excellent braking performance.  2007 – Mercedes-Benz SLR McLaren Roadster Mercedes-Benz SLR McLaren Roadster has in common with Formula 1 vehicles from the construction of carbon fiber, a material that endows the vehicle a high degree of safety and extreme rigidity. The maximum performance of this sport is high, and it is powered by an AMG V8 with a compressor, and delivers 460 kW /626 hp.
  28. 28. 28 This model opens a new dimension in refinement for super sports cars. Like the coupe version, the new Mercedes-Benz SLR McLaren Roadster once again unites the legend of the SLR models with the innovative technology of Formula 1. The new Roadster benefits bring the experience of many years of Mercedes-Benz and its Formula 1 partner McLaren. In addition to aluminum engine, its body is made entirely of carbon fiber reinforced, making the vehicle an exception among high-performance sports cars. Especially for the Roadster, a complex of carbon fiber technology was developed for the monocoque chassis. The result is low weight, energy absorption and therefore high security for occupants as well as a degree of rigidity. A high level of safety is ensured by unique elements of carbon fiber, reinforced with steel bars and two fixed. The roof opens and closes semi automatically in less than ten seconds. Standard equipment includes leather upholstery, air conditioning, automatic dual-zone, with sport driving functions for manual switching speed and a navigation system with integral radio and CD player.  2011 - McLaren MP4-12C
  29. 29. 29 The McLaren MP4-12C is the first of a series of high-performance sports car McLaren Automotive, a division of independent automobile based on the McLaren Technology Centre in Woking, England. The 12C, and future models within this range, will challenge the best sports cars in the world. Twenty years of automotive design, engineering and production, combined with the success of inspiration in Formula 1 have driven Ron Dennis, president of McLaren Cars, to announce its plans to launch a car performance focused on the customer of 21st century. The rules in the sports world is about to be re-written. Through a rich and modern history, McLaren's automotive division has built the world's most acclaimed supercar, the McLaren F1 (1993-1998) and the supercar in the world of luxury, Mercedes-Benz SLR McLaren (2003-2009). McLaren Cars now looks to the future with a revolutionary new range of sports cars. The MP4-12C McLaren is pure, with no transition piece from any other car, and will be produced by McLaren in the UK. It will be sold through an exclusive network in the world in early 2011. The heart of the McLaren MP4-12C is a chassis made of carbon fiber: the MonoCell carbon. This revolutionary architecture is the car version of a racing car of McLaren Formula 1. Not only is the core of a fast car, safe, complete and lightweight, but through his technique of manufacturing a revolutionary piece of molding, also has a unique structure that allows greater freedom for the innovative body designs and interior design. The MonoCell allows the creativity of interior design that sets new standards. The focus is on making all the cockpit of the 12C exceptionally spacious and functional - in a car that is actually narrower than the competitors. The style interior offers a symmetry involving the occupants and creates greater comfort.
  30. 30. 30 One of the reasons why the MP4-12C is capable of creating a new trend for sports cars is its innovative information center that provides all the normal functions of audio, navigation and telephony, offering some new features never before seen in a car.  Details that make a difference It is essential to keep the weight as low as possible. However, it is difficult to keep the weight down when consumer demand for safety and technological resources increases. However, the savings in weight remains an obsession for McLaren. At the heart of the McLaren MP4-12C chassis they used a carbon fiber composite: the MonoCell carbon. This revolutionary architecture is the version for the car of an innovation that began with the McLaren Formula 1 in 1981 and provides weight savings and performance gains. McLaren brought the technology of aerospace carbon to make the car MP4 / 1 F1, the first F1 car to benefit from the strength, weight and safety of carbon fiber. The technology of carbon fiber used in Formula 1 McLaren offered the company an opportunity to apply this knowledge in city cars. The first car to be built with this material was the McLaren F1 (1993), although in small quantities. After this design, the Mercedes- Benz SLR McLaren also shared this rare experience. The advantages of this technology are: low weight, high stiffness, high security, ease of repair and extreme precision. The MonoCell 12C weighs little. Carbon fiber helps the car's weight and the structural basis of it. The MonoCell offers greater security to the occupants. It acts as a survival and security, as it does in an F1 car. Carbon compounds do not degrade over time, unlike the metal structures. The 12C will remain as new for decades.
  31. 31. 31 The front and rear are made of aluminum alloy and designed to absorb impact forces in an accident and could be replaced with relative ease. McLaren was the pioneer in this new production process of carbon fiber that enables MonoCell be produced with exacting standards of quality, one-piece, in just four hours. The entire MP4-12C project is based on the concept of MonoCell. That means the company can bring to market cars with higher performance than the competitors and a safer structure. The McLaren MP4-12C is powered by a twin engine turbo V8 3.8 liter of 90 degrees - the M838T. This marks the beginning of a new age in the segment of superesportivos - low weight, greater efficiency and economy. The engine has the most power in its segment which, coupled with its low weight, exemplary provides power to torque. M838T is a power unit unique McLaren, developed specifically for the 12C. It is compact, lightweight, very hard and offers a combination of high performance, excellent handling and excellent economy. Taking all these points, the MP4-12C is the car with the best performance in its class, even compared with the hybrids. The M838T produces around 600bhp and 600Nm of torque. A dry sump and crankshaft with flat surface allows the engine to be placed in extremely low position on the chassis lowering the center of gravity and improving handling response. The engine revs to 8500rpm McLaren has quick throttle response transient. And the sound of the engine was completely designed to deliver a single note. Seamless technology shift variables offers programs that range from ”normal” for road use and "sport" for more rapid changes, up to a high-performance mode quickly. Moreover, it also has control winter when selected changes all functions to meet the conditions of low friction and provides maximum assistance to the driver. There isn´t a traditional manual transmission.
  32. 32. 32 With minimal loss of torque, there is no unpredictability that characterizes the traditional automatic transmission. This system was designed due to the mechanical requirements for weight reduction and better dynamic control of the vehicle and also provides benefits for the driver. It is lightweight and compact in design and positioned in the best location. The input shaft and output shaft help position under the vehicle. Two-axle rear side guarantee. The SSG is further complemented by a totally new control system. This obsessive attention to detail is striking feature of the McLaren, but it is not just to satisfy the passions of the designers and engineers so that the system works completely perfect for the driver. The 12C offers comfort for the occupants and performance leader in its category. Your unique chassis produces not only a unique relationship between walking and driving, but also surprising grip and excellent traction. The suspension is based on triangles with twin coil springs. Buffers are hydraulically interconnected and provide adaptive responses. There are three modes of suspension are selected on the panel: normal, sport and high performance, which set various system parameters. An important feature of this car is its electronic system brakes. The Brake Steer manages the tendency of the car to "go and bring your nose." It measures the angle to determine the course developed by applying the inside rear brake and retaking the course. The design of alloy wheels (19 "front and 20" back) was driven by objective-style light. Pirelli in conjunction with McLaren were developed specifically tires for this model. A set of electronics equip MP4-12C to assist the driver, even the less experienced: ABS, ESP, ASR traction control, Electronic Brake Distribution, Hill Hold and Brake Steer. The level of assistance varies according to the method of handling selected.
  33. 33. 33 The McLaren MP4-12C was developed around a set of mechanical requirements that puts the emphasis on aerodynamics, compact size, performance and efficiency, practicality and comfort. The design of the 12C was driven by the aerodynamics; that want to stay stylish and contemporary throughout his life. All fins, vents and flat bottom are there for a reason. No style was added just for style. Its aerodynamics explains the speed with which it can achieve stability. All the details make the difference. The front is very low. Its front is dominated by large air intakes and their headlamps with LED lights. The logo also gives McLaren grace. The windscreen is deep and low visibility ensuring extreme. The MP4-12C does not reproduce the design of F1, but based on its engineering functionally oriented. Any similarities between them are there for a reason. But aside, this car will never be confused with another supercar. Other design features predominant are the dihedral doors. Their concept is simply to allow the driver and passenger to enter and exit more easily. The simple act of moving the door forward and upward invites the driver to sit in the car more easily. With its unique hinge, these doors offer weight-saving features and are unique to the brand McLaren. The rear of the MP4-12C is unique and has an aggressive appearance. The engine itself is visible through the upper deck. The LED lights do not dominate the rear and are hidden behind the horizontal black bars, being visible only when illuminated. Externally the car had to be compact, but internally he had to offer an unmatched comfort for the driver and the passenger, and driving pleasure. The creativity of interior design is intended to set new standards. The focus is on doing all the MP4-12C cockpit of a unique and functional. The project offers a symmetry that surrounds its occupants and makes them feel not only physically but also emotionally
  34. 34. 34 comfortable. This space is extremely efficient and is designed to accommodate two adults comfortably. The information center is innovative and provides the functions for audio, navigation and telephony, providing some new features never before seen in a car. The designers of McLaren gave much attention to visibility to ensure the safety and driving accuracy. The steering wheel is probably the most important item for any driver. In this case it is clean, there are no buttons to distract the driver. And also small and very tactile. Designers and engineers from McLaren found the solution for the design of the steering wheel inspired by the experience of racing and taking the opportunity to embed a compact and advanced airbag. Controls: • Climate - each port of the console; • Telematics - in the top center of the console; • Active Dynamics Panel - in the center of the console; • Transmission and controls - on the console; • On-board computer and cruise control - on the steering column As expected, all control groups has its own place and accessible to the driver. The instrument panel has a large central tachometer and digital speed readout. All controls are sized, designed exclusively by McLaren, and nothing is used in another car. McLaren have developed one of the most sophisticated driving simulators in the world. It is an extremely powerful tool that can be used to predict the handling, performance and a host of other dynamic properties. The simulator was initially developed to improve the performance of Formula 1 cars, but has also been used extensively in design and development process of the MP4-12C, where it offers the opportunity to test likely results without having to build a component that might be inadequate. It saves time and money and perhaps the most effective technology
  35. 35. 35 transfer from Formula 1 to street cars. The suspension of this car was developed using exactly the same tools and techniques of a McLaren F1. The requirements for crash testing are a good example of how simulation helps speed development. Long before the first MonoCell be built, the project had been tested hundreds of times. The simulations did not stop at the design stage. Although more than 20 prototypes have been built to a program of extensive testing throughout the world, the simulator continues to be a key tool and a differential of most competitors. Before the first prototype is available for the test team, supported by professional riders team Chris Goodwin McLaren, the test was started with only some parts, such as a chassis and an engine of development. When they started the dynamic tests were performed constant developments and improvements of the engine change, tires, aerodynamics, brakes, steering and suspension. The testing program has entered a "more aggressive phase" and dozens of people tested during the day and worked on improvements to the night. The car went through a rigorous regime of testing for almost 24 hours a day, seven days a week for six weeks. This program has accelerated the development time. The production process for the MP4-12C will beat the record volume so far belonging to the SLR. McLaren brings a system of large-scale production added by a mentality of a lean and flexible range of operation. Quality is the most important thing for customers, and management is a key part of building a McLaren. McLaren will maintain its high standards for final approval before a car is released. The prototyping has already proved the robustness of the assembly line and has already prepared the team, showing that the construction process is on track. The production cycle
  36. 36. 36 of the MP4-12C has been reduced by almost 20% through knowledge gained from the construction of prototypes. In summary, the risk was removed from the production process so that the final quality is guaranteed. Not only will the McLaren which will establish a new company, but also a retailer of high standard. These items deliver all tangible and intangible assets to acquire the experience that is unique supercar. Ease of repair, low maintenance cost and parts availability are extremely important for this relationship with the client and has been the main focus since the beginning of this project. McLaren aims to offer leading performance aftermarket. Despite all the planning of worldwide sales already been completed, McLaren will also aim to have the items available for the consumer to customize your car. For example, the MP4- 12C will have available a wide range of colors for the exterior and interior.
  37. 37. 37 3. MARKETING POLICY 3.1. BRAZIL 3.1.1. Statistical Data - Country MAIN FINDINGS:  Area: 8.514.875,3  Capital: Brasilia  Population: 185,7 million (2010)
  38. 38. 38  Number of Municipalities: 5,435  Currency: Real (R$)  Official Name: Federative Republic of Brazil  Population Growth: 1.38% per year  Per capita income: US$ 16.414,00 (2009)  HDI (Human Development Index): 0.6999 (2010) Source: valoronline 3.1.2. Statistical Data – Automotive Sector Fenabrave MONTHLY SUMMARY MAY 2010 ACCUMULATED SEGMENT MAY APRIL 2010 MAY ACCUMULATED Cars 182.837 208.916 996.290 195.676 907.582 234.027 2.637.548 Light Commercial 52.837 52.981 251.782 41.698 196.307 41.299 567.249 Sub-total 235.674 261.897 1.248.072 237.374 1.103.889 275.326 3.204.797 Trucks 13.202 13.595 57.886 7.612 37.274 12.747 148.409 Bus 2.108 2.341 10.866 1.944 8.311 2.301 26.495 Sub-total 15.310 15.936 68.752 9.556 45.585 15.048 174.904 Total 250.984 277.833 1.316.824 246.930 1.149.474 290.374 3.379.701 Motorcycles 143.854 143.013 692.554 134.743 631.331 149.730 1.772.128 Road equipments 5.571 4.489 21.775 3.165 14.992 0 0 Others 5.424 4.942 24.069 3.629 19.230 0 0 TOTAL 405.833 430.277 2.055.222 388.567 1.815.027 440.104 5.151.829 20092010 MAY 2010 ACCUMULATED 2010
  39. 39. 39 DIVISION OF GAINED BY REGION - 2010 ACCUMULATED9,44 9,87 9,55 9,49 9,46 15,56 13,67 15,18 15,22 15,45 3,41 3,36 4,32 4,43 4,68 51,37 51,75 52,67 52,69 52,34 20,23 21,36 18,27 18,17 18,08 Jan Fev Mar Apr May Central West Northeast North Southeast South DIVISION OF GAINED BY REGION - 2009 ACCUMULATED 10,06 10,41 10,14 9,03 10,1 10,03 9,19 9,32 9,41 9,33 8,81 9,68 15,59 14,24 14,41 14,59 14,32 13,62 15,5 14,72 14,94 13,87 14,29 14,45 4,04 3,95 4,24 3,87 3,93 4,03 4,16 4,09 4,25 3,96 4,15 4,09 51,74 51,63 51,68 53,42 52,6 52,95 52,9 53,15 53,06 54,32 53,54 52,86 18,58 19,77 19,54 19,08 19,05 19,37 18,25 18,73 18,34 18,52 19,21 18,92January February March April May June July August September October November December Central West Northeast North Southeast South MARKET PARTICIPATION - MAY 2010 (%) 25,13 23,83 21,01 8,3 4,29 3,99 3,2 2,88 2,4 1,8 3,17 VW FIAT G M FO RD RENAU LT HO NDA CITRO EN PEU G EO T TO YO TA HYUN DAI O THER S
  40. 40. 40 MARKET PARTICIPATION - ACCUMULATED 2010 (%) 25,13 23,83 21,01 8,3 4,29 3,99 3,2 2,88 2,4 1,8 3,17 VW FIAT G M FO RD RENAU LT HO NDA CITRO EN PEU G EO T TO YO TA HYUN DAI O THER S MARKET PARTICIPATION - 2009 ACCUMULATED (%) 25,26 24,99 20,26 9,48 4,62 4,58 3,2 2,75 2,23 0,85 1,79 VW FIAT G M FO RD H O N DA R ENAU LT PEU G EO T C ITR O EN TO YO TA H YUN D AI O THER S
  41. 41. 41 RANKING BY BRAND GAINED FOR PERSON - MAY / 2010 (%) 22,91 20,18 19,58 11,55 5,56 4,78 3,57 3,29 2,61 2,13 3,83 VW G M FIAT FO R D R EN AULT H O N DA C ITRO EN PEU G EO T TO YO TA H YU ND AI O U TRO S RANKING BY BRAND GAINED FOR PERSON ACCUMULATED 2010 22,72 21,28 19,4 11,93 5,8 5,66 2,74 2,59 2,47 2,03 3,38 VW G M FIAT FO R D R EN AULT H O N DA C ITRO EN PEU G EO T TO YO TA H YU ND AI O U TRO S
  42. 42. 42 RANKING – TOP SPORT VEHICLES SOLD IN BRAZIL (PORSCHE, FERRARI AND LAMBORGHINI MODELS) Gained 2007 7 3 4 9 6 6 4 1 3 3 14 15 0 1 4 2 3 2 1 1 2 1 2 4 1 1 0 0 3 2 0 1 0 0 0 00 2 4 6 8 10 12 14 16 Jan Fev Mar Abr Mai Jun Jul Ago Set Out Nov Dez 911 e 911T F430 Gallardo Gained 2008 9 11 18 9 14 11 4 7 8 7 9 7 1 0 6 1 2 2 1 5 5 5 1 0 2 0 0 0 0 1 0 1 1 0 2 00 2 4 6 8 10 12 14 16 18 20 Jan Fev Mar Abr Mai Jun Jul Ago Set Out Nov Dez 911 e 911T F430 Gallardo
  43. 43. 43 Gained 2009 1 4 16 10 15 15 9 11 11 15 11 10 0 2 3 1 0 1 2 3 1 3 3 1 0 1 1 0 2 0 0 0 1 1 4 2 0 2 4 6 8 10 12 14 16 18 Jan Fev Mar Abr Mai Jun Jul Ago Set Out Nov Dez 911 e 911T F430 Gallardo Gained 2010 6 10 10 9 24 6 0 3 2 1 1 2 0 1 0 0 0 1 0 5 10 15 20 25 30 Jan Fev Mar Abr Mai Jun Jul Ago Set Out Nov Dez 911 e 911T Gallardo F430
  44. 44. 44 RANKING – TOP SPORT VEHICLES SOLD IN BRAZIL 2007-2010 (PORSCHE, FERRARI AND LAMBORGHINI MODELS) 75 114 128 65 23 29 20 2 8 7 12 9 0 20 40 60 80 100 120 140 2007 2008 2009 2010 911 e 911T F430 Gallardo
  45. 45. 45 3.1.3. Data Competitors
  46. 46. 46 3.2. CONSUMER PROFILE 3.2.1. Luxe According to a Portuguese dictionary, the word luxury has its origin in Latin "luxu"… 3.2.2. The Brazilian market According to a research conducted for the brazilian market, the business of luxury in the country is very promising and is still in its infancy…. 3.3. SALES PROJECTION
  47. 47. 47 4. MARKETING STRATEGIES 4.1. PRODUCT The McLaren MP4-12C is the first of a series of high-performance sports car focused on the consumer of the new era, those who come to challenge the best cars in its segment. This car was designed to rewrite…
  48. 48. 48 MP4-12C - Fact Sheet: Model McLaren MP4-12C Engine Location Mid Drive Type RWD Body / Chassis Carbon Fiber Monocoque Weight 1.299 kg Engine Configuration V 90° Cylinders 8 Engine McLaren M838T Induction Twin-turbocharged Displacement 3800 cc / 231.9 cu in. / 3.8l Valves 32 valves / 4 valves per cylinder Valvetrain DOHC Horsepower 600 BHP (441,6 KW) Torque 442 Ft-Lbs (600NM) Weight Power Ratio 2,16 BHP / KG Hp / Liter 157.9 BHP / Liter Fuel Feed Fuel Injected Block Aluminum Head Aluminum Gears 7 Transmission Automatic / Seamless Shift clutch Seating Capacity 2 Doors 2
  49. 49. 49 4.2. BCG MATRIX Looking at the product we can, through BCG Matrix (Boston Consulting Group), direct investment in the most promising opportunities, making it the star. 4.3. PFOA MATRIX  Brand Image  Product…   Strengthening of image quality  Strengthening the brand  4.4. OBJECTIVES 4.5. STRATEGY 4.5.1. Price The value… Potential Weaknesses Opportunities Threats
  50. 50. 50 4.5.2. Distribution 4.5.3. Product The strategy being used by the company…
  51. 51. 51 4.5.4. Promotion The strategy of promotion should be segmented according to the previously identified target audience: Shares of pre-launch and launch of the brand and product Status To start To start To start To start To start To start To start To start To start To start To start To start To start To start To start To start
  52. 52. 52 5. CONCLUSION Looking at the market, we see that something already exists, something with geographic or demographic boundaries or with boundaries demarcated by customer needs…
  53. 53. 53 ANNEX I  Launch Event
  54. 54. 54 ANNEX II RON DENNIS Ron Dennis (born June 1, 1947) is the CEO of McLaren Automotive and owns 15% of the McLaren Group. He also was the main leader of McLaren, the McLaren Group, until 2009. Since 1981, Dennis was the boss of the McLaren Formula 1 team and was instrumental in making the car a contender for the title. Constructor’s titles and world championships were won with drivers Niki Lauda, Alain Prost, Ayrton Senna, Mika Hakkinen and Lewis Hamilton. Dennis has a tense relationship and unsympathetic with the former president of the FIA - Max Mosley. In January 2007, Dennis has sold half its 30% stake of McLaren Group to Bahrain Mumtalakat Holding Company - he now owns 15%. Ron Dennis was placed at number 648 in the Sunday Times in 2006 with a net worth of £ 90 million, and in 2009 The Times estimated his fortune at £ 200 million.
  55. 55. 55  Early life Born and raised in Woking, England, Dennis began working for the Formula 1 Cooper team in 1966 with 18 years where he worked beside the driver Jochen Rindt. In 1968, he moved to Brabham and Dennis took it with him. In 1969 Rindt moved to Lotus team, however, Dennis stayed and chose to work for Sir Jack Brabham. When Brabham chose to retire in 1971, Dennis and his colleague Neil Trundle decided to start his own team. In 1971, Rondel Racing was founded in Woking. In the mid-1970s, the team was enjoying considerable success in Formula II. Rondel aspired to be more than one team; however, Dennis managed to find a sponsor soon (Motul) to fund a Rondel F2 car. In 1974, Ray Jessop designed an F1 car, but the energy crisis has severely affected the race and the car was completed by other hands. Dennis formed a new F2 team with two talented drivers. In 1975, Dennis founded a project to a team of three drivers and their cars have won again. In late 1970, Dennis founded Project Four. This team has become a great success in Formula 2 and Formula 3, winning championships in 1979 and 1980, with Philip Morris (Marlboro) backing. Project Four also participated in the program to build race cars Procar BMW M1. As his business interests became increasingly successful and lucrative, Dennis aspired to return to Formula 1. He hired the talented designer John Barnard to head the project and develop an innovative new car. Dennis returned to Formula 1 so perfectly planned. The poor recent performances of the former McLaren team led executive John Hogan to buy a car from the Four Project Ron Dennis. Effectively this acquisition has changed the "game" to McLaren. In parallel, Barnard hired to begin work on a revolutionary new chassis made of carbon fiber, the MP4/1.
  56. 56. 56  Building McLaren Before the arrival of Dennis at McLaren, in September 1980, the team was going through a brief period particularly competitive. The team won one Grand Prix with James Hunt in 1977 and finished in seventh place in 1980 in the constructor’s championship, with John Watson and Alain Prost. Even in those early days, Dennis has recognized the potential of the young Frenchman, but was unable to stop him moving to the Renault team for 1981, an era which saw McLaren once again winning races - with Watson's victory at Silverstone highlighted a very popular. In 1981, Dennis also saw many other teams struggling to copy the revolutionary chassis Barnard. In 1981, Dennis and his business partners bought the remaining shares of McLaren, Teddy Mayer and Tyler Alexander. In 1983 Dennis persuaded then Williams backer of Mansour Ojjeh, to become a partner in McLaren International. Ojjeh invested in the Porsche to construct turbocharged engines which carried the name of your company, Techniques d'Avant Garde (TAG). Dennis persuaded then retired Niki Lauda to return to F1 in 1982. By the end of the year, the pilots had secured two victories in 1983 and started with more success. Without another victory this year, Lauda debuted in MP4-1E. Until the next race, the Italian Grand Prix, both cars were equipped with turbocharged engines: McLaren-Ford had become McLaren-TAG. Convinced by his initial investment, Ojjeh became the largest investor in the McLaren, with 60% of the shares. By the end of the year, Alain Prost, Renault F1 champion for now, was hired to replace Watson. With the experienced Lauda at his side, everything was ready for title challenger in 1984. In just four years, Dennis has revolutionized the McLaren and in 1984 his work was rewarded with 12 wins in 16 races both drivers and constructor’s title. Lauda took the driver’s crown by half a point more than his team mate Prost. The McLaren drivers scored more than double the count of third-placed Elio de Angelis. The following year the situation reversed Prost beat Lauda, winning the driver’s title. McLaren finished eight points ahead of Ferrari in second place this year, but the package was closed and in 1986, McLaren lost to Williams, although Prost has won the driver’s title.
  57. 57. 57 In 1987 it became clear that the TAG engine was no longer competitive and Dennis approached Honda, which was supplying engines to Williams and Lotus. Williams refused to accept a Japanese driver (Satoru Nakajima), which led Honda to supply engines to the McLaren team. Dennis has strengthened its team by signing Ayrton Senna and Prost was champion. In 1988, McLaren was very dominant, even when compared with the superiority that they had experienced in 1984, taking 15 of 16 races and titles with no real opposition. But it was behind the scenes political maneuvering that Dennis has become more necessary. Dennis masterfully kept the pilots focused on racing, but this could not last. Prost was highly qualified, said the professor: Senna was volatile, but brilliant. Their pairing has always been a recipe for conflict. In mid 1989, was becoming impossible to pacify the two pilots in the war. Following were several "drops", including the 1989 San Marino, Senna and Prost collided at Suzuka, handing the title of the year to Prost. Subsequently left the team and Prost moved to Ferrari and was replaced by Gerhard Berger in the following season.  The 1990s In the 1990s, McLaren continued to dominate the sport with Ayrton Senna, with titles from beginning to end in 1990 and 1991. McLaren signed the promising newcomer Mika Hakkinen as a test pilot in late 1992, but Williams in 1992 once again ascended. McLaren have not won another title for seven years. With the loss of Honda power in 1993, Dennis has negotiated with Ford and the team began working with Benetton Ford in the supply of competitive engines. The partnership with Peugeot in 1994 was disappointing and did not produce the expected results and Dennis left the research to find a partner. In October 1994, he struck a deal with Mercedes-Benz to supply engines from 1995, an association that continues today. At first the relationship McLaren-Mercedes was difficult, with the inevitable teething problems that always come with a new engine, chassis and other strange choice of a pilot for 1995, the aging Nigel Mansell. Mansell does not even fit inside the car in early 1995
  58. 58. 58 and even when a revised chassis was produced, the performance of Mansell was not successful. Mika Häkkinen gradually assumed leadership of the team, but suffered severe head injuries in an accident at the end of 1995 season. In the mid-1990s, Dennis was once again guided his team to the domination of the sport, and in 1996 he approached the star of design at Williams - Adrian Newey. In 1998 contracted with Newey, McLaren took the constructor’s title with Mika Häkkinen. A second title pilot in 1999, but Ferrari won the constructors title.  The 2000s In 2001, Dennis was confronted with a crisis among its staff, when the head of Jaguar - Bobby Rahal - tried to lure Newey from McLaren. Details of how Dennis Newey persuaded to stay were extremely vague, but rumors of the trade press suggested a deal allowing the designer to work on a yacht race. That same year, the team leader - Mika Hakkinen - announced he was quitting the sport. Thrilled with the loss of your pilot double world champion, Dennis has signed with another Finn, Kimi Raikkonen. In 2005, Dennis remained at the top of the sport after a bad year in 2004. Despite producing their best performance for several years and win grands prix than any of his rivals, McLaren lost both championships for the Renault F1 team. A further blow was the announcement that Adrian Newey joined Red Bull Racing. In December 2005, McLaren announced a sponsorship deal with Vodafone (the estimated value of $ 500 million) and the signing world champion Fernando Alonso, both starting in 2007. Meanwhile, McLaren had a difficult season in 2006 and failed to win a race for the first time since the 1996 season. Midway through the 2006 season, McLaren withdrew to refine your current car and the team focused on the MP4 2007. At the beginning of the 2007 season, McLaren had Ferrari as the only challenger in the competition of builders. McLaren has to do their cars collide, drivers Fernando Alonso and Lewis Hamilton. And saw the same war between them, as was the Senna and Prost. In the conflict Alonso versus Hamilton, Dennis has always maintained the same treatment for its two pilots.
  59. 59. 59 The petition was set up in Downing to Her Majesty Queen Elizabeth II to grant a knighthood to Ron Dennis for his services to sport, business and technology. It was announced in January 2009 that Ron Dennis would step down as director of the McLaren F1 and would be replaced by Martin Whitmarsh. On April 16, 2009, Dennis gave complete control of the McLaren F1 to Whitmarsh, stating the desire to seek new challenges, with special attention to the McLaren supercar.  The future of McLaren On November 16, 2009, McLaren and Mercedes broke up. However, Mercedes will continue to supply engines to McLaren until 2015. Dennis said that there was a reason for this separation and that it was that McLaren had a plan to build a car factory, which will begin with the successor to the McLaren F1 - the MP4-12C. The company will buy back 40% of Mercedes until 2011.
  60. 60. 60 ANNEX III  Ford GT 40 From runways to the streets, the GT40 was born by determination of Henry Ford II and his willingness to include America in the gallery of winners of the European long distance events. One of his goals was to build a car to compete in the most famous and charming this evidence, the famous Le Mans Race. Many said that Ford wanted to acquire the technology to Ferrari and even buy the company, but negotiations have gone nowhere. Winning the race became a affair of honor for Henry Ford as the negotiations with Ferrari failed. He then hired the already experienced Carroll Shelby to develop the GT40, the head of a team that featured Eric Broadley (Lola), John Wyer (Aston Martin), among others. He had passed the time by leading teams such as Ferrari and Aston Martin. The work began, giving rise to the first vehicle in 64 series that would later became famous for the boldness of the project. Initially there were many difficulties to develop a bolide not only fast enough to win Le Mans and the major long distance events in the USA and
  61. 61. 61 Europe, but above all he could finish them. The initial problem came from the stability that has been corrected, then came the exchange adopted, which was not strong enough to withstand the enormous torque produced by the engine of 4.7 liters. Other minor problems were being solved only in 1966 that the Ford team's first victory came at Le Mans in the hands of Bruce McLaren driver, piloting the second generation of GT40, called Mack II and used a more powerful engine 7 liters of capacity. The following year another victory for the GT40, but this time in the hands of pilots A. J. Foyt and Dan Gurney, leaving the champions of last year the second place, which was also good, since these were two WGs on top of the podium at Le Mans. In 1969, no longer under official sponsorship from Ford since the previous year, but with the colors and logo of the Gulf and with the great Belgian driver Jacky Ickx, another big win and perhaps the most memorable among all his achievements, due to tight race with their other big rival on the track - the Porsche 908. The GT crossed the finish line just seconds ahead of Porsche, after won the other cars of the german automaker. That same year the GT40 was fired from the slopes, there is nothing else to prove and not just winning four trophies in four years in a row at Le Mans, but also on evidence of Daytona and Sebring.  Testimony of Carroll Shelby on August 11, 2008: "The MG TC was the first true sports car that I saw in my youth. It was, to say the least, a striking change of the heavy: Chrome-Spangled and Detroit. Wonderland I'd like true love until then." So what causes us to sometimes leave our faithful partners, who work hard in favor of an attractive stranger? The beautiful and very special MG TC may explain the transgression. This was the car used by Carroll Shelby in his first race, loaned to him by his friend Ed Wilkins during a road course event in Norman, Oklahoma. Shelby won the second race and also easily Jaguar XK120's. The TC record was awarded the prestigious Collier Cup race in 2005 in all MG-vintage at Watkins Glen, New York. Including the SCCA Log Book, fenders, bonnet (hood), and some pieces of mechanical origin. The engine of 1250cc 4- cylinder was built up to 100 hp.