Scott Kerr sits down with Gareth Dunsmore, Chief Marketing Officer at British luxury supercar maker McLaren Automotive to discuss how the brand combines hand-built and high-technology to uniquely position itself to a wide range of wealthy customers in an ever more crowded space, plans for engaging younger audiences using NFT collectables, gaining a strong female following and signing its first-ever female racing driver. Gareth also talks about McLaren's in-house bespoke division for customizing cars, programs for maintaining a strong brand connection to its customers, and its popularity in China. Plus: Building supercars for the EV era Featuring: Gareth Dunsmore, Chief Marketing Officer at McLaren Automotive (cars.mclaren.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com Linktree: linktr.ee/scottkerr Don't forget to subscribe, rate, and review!