McLaren Opens Dialogue Between Ancient Oriental Civilisation and Modern British Auto Culture

The first ‘Epic McLaren’ journey came to a perfect conclusion in Dunhuang, China on Sept 5, 2014. The exclusive driving experience from Aug 27 to Sept 5, 2014 gave 40 fortunate McLaren enthusiasts the opportunity to drive a selection of acclaimed super sports cars over 2,500 kilometres of the legendary Silk Road, a route now indelibly marked by stunning natural attractions and historical relics. With a clear focus on customer experience, the inaugural ‘Epic McLaren’ drive experience was not only the first long distance test drive event initiated by a super sports car brand since the Silk Road was recognised as a world cultural heritage by UNESCO in June of this year – but also a unique moment when two legends meet: McLaren and the illustrious Silk Road.

Over the 10-day journey, McLaren guests were able to experience the finest of McLaren performance now available around the world – the 650S Coupe and Spider and the 12C, while exploring the legendary stories alongside the Silk Road. The theme of the campaign, ‘When Legend Meets Legend,’ clearly illustrated the dialogue between the 2,000 years of Silk Road history and McLaren’s very own fabled motorsport heritage. This was a collision of ancient culture and cutting-edge technology – both harmoniously fused through their common legendary background.

“The great attraction of ‘Epic McLaren’ on the Silk Road of Western China is that this outstanding event builds a closer tie between our customers, the McLaren brand, and our unrivaled super sports cars,” the Regional Director of McLaren Asia Pacific Mr. Mirko Bordiga said. “We are committed to ensuring that Asia remains a key market for McLaren. In the future, we plan that ‘Epic McLaren’ will bring the McLaren legend to other legendary sites around the region, ensuring that many more of our enthusiasts enjoy the opportunity to experience the thrills of our super sports cars on world famous roads.”