McLaren Automotive appoints Brett Soso as new Regional Director for the Middle East, Africa and Latin America Region

28 Aug 2018

Luxury British sportscar and supercar maker McLaren Automotive has announced the appointment of Brett Soso as the new Regional Director for the Middle East, Africa and Latin America region. He succeeds Andreas Bareis who is now Vehicle Line Director – McLaren Super Series.

With 24 years of experience in the automotive industry, Brett will be based out of Bahrain where the McLaren Regional Office for Middle East, Africa and Latin America is located.

Brett has a wealth of experience in the luxury automotive sector – including retail experience - as well as the region - specifically in the Middle East. Since 2006, he has held executive management positions within the automotive industry and was most recently Regional Director Middle East and Africa for Rolls-Royce Motor Cars in Dubai.

 “I’m pleased to welcome Brett to the regional management team. Brett joins McLaren Automotive at an important time with our recent £1.2bn Track25 business plan announcement, which includes 18 new models and derivatives by 2025 and a desire to grow our global retail offering. We are confident that his experience and knowledge will contribute to the continued success of McLaren in the region,” said Jonathan Pollock, Global Sales Director, McLaren Automotive.

Commenting on his new role, Brett Soso added: “It’s a pleasure to be joining a pioneering and dynamic brand like McLaren Automotive, especially during this exciting time. My goal is to work closely with our retail partners to develop our business in the Middle East, Africa and Latin America region further, not only in terms of launching new models in line with our Track25 business strategy, but also in terms of the enhancement of our network and the customer experience.”

McLaren recently launched a new Sports Series model, the 600LT, and the McLaren Speedtail will be revealed before the end of this year.


About McLaren Automotive:

McLaren Automotive is a creator of luxury, high-performance sportscars and supercars.

Every vehicle is hand-assembled at the McLaren Production Centre (MPC) in Woking, Surrey, England.

Launched in 2010, the company is now the largest part of the McLaren Group.

The company has three defined product families: Sports Series, Super Series and Ultimate Series which are retailed through over 80 retailers in 30 markets around the world.

McLaren is a pioneer that continuously pushes the boundaries. In 1981, it introduced lightweight and strong carbon fibre chassis into Formula 1 with the McLaren MP4/1. Then in 1993 it designed and built the McLaren F1 road car - the company has not built a car without a carbon fibre chassis since. As part of the Ultimate Series, McLaren was the first to deliver a hybrid hypercar, the McLaren P1™.

Announced at Goodwood Festival of Speed in 2018, the company’s Track25 business plan will see it invest £1.2billion in research and development to deliver 18 new cars or derivatives by the end of 2025.

2017 saw the company launch further models including the second-generation Super Series, the 570S Spider and the McLaren Senna. In 2018, the company launched the 600LT.

To support the development, engineering and manufacture of its range of innovative sportscars and supercars, McLaren Automotive partners with world leading companies to provide specialist expertise and technology. These include AkzoNobel, Kenwood, Pirelli and Richard Mille.

McLaren Group:
The McLaren Group is a global leader in luxury automotive and technology and comprises three businesses: Automotive, Racing and Applied Technologies.

Further information:

Karin Haferkorn
Head of Marketing & PR, Middle East, Africa and Latin America McLaren Automotive Limited
Phone: +44 (0) 1483 261343
Mobile: +44 (0) 7899 816872

Wayne Bruce
Global Communications & PR Director | McLaren Automotive Limited
Phone: +44 (0) 1483 261500
Mobile: +44 (0) 7768 132429

Daniel Golding
Global Head of Corporate Communications | McLaren Automotive Limited
Phone:+44 (0) 1483 261500
Mobile: +44 (0) 7717 450469

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