Auto maker and Formula 1 team McLaren, has announced an extension of its strategic multi-year partnership with Bowers & Wilkins (B&W) that keeps the audio manufacturer the Official Audio Partner across McLaren Automotive and the McLaren Formula 1 Team.
McLaren points out the extension of the partnership continues the decade-long collaboration between McLaren Automotive and Bowers & Wilkins. Since 2015, Bowers & Wilkins has been a partner in the development of high-performance audio systems for McLaren supercars, bringing high levels of sound performance to the McLaren Automotive product line.
McLaren points out that Bowers & Wilkins’ founder John Bowers, mirrors the precision and performance demanded in Formula 1 racing. McLaren boasts that its own unrelenting approach was born from founder Bruce McLaren’s desire to design and build the world’s most accomplished racing cars. Both brands also boast their collective determination to exceed the limits of what is possible is evident in their respective approaches to performance and design excellence.
“Exceptional audio performance is key to further enriching the engagement of a McLaren. Specialist engineers from McLaren Automotive and Bowers & Wilkins have worked in partnership since 2015 to develop and deliver the sound technologies that ensure the levels of audio system excellence our customers demand,” comments Henrik Wilhelmsmeyer, chief commercial officer, McLaren Automotive.
Most recently the duo worked on the audio systems in the recently announced McLaren W1, which features premium audio technology designed to integrate into the interior’s InnoKnit fabric and carbon-fiber architecture, utilizing the latest advanced speaker technologies developed by Bowers & Wilkins.
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By extending the partnership into the McLaren Formula 1 Team, the brands are further highlighting the depth of their relationship. Building on a successful award-winning range of co-designed products, including the Px8 McLaren Edition and Zeppelin McLaren Edition, new projects are in development to further appeal to the Formula 1 team’s substantial global fanbase, emphasizes Bowers & Wilkins.
Additionally, going forward, Bowers & Wilkins products will play a crucial role in the McLaren Automotive team’s extensive travel, relaxation and pre-race preparation needs throughout the season.
“We are delighted to continue and build upon our highly successful car audio development program, as well as continuing to explore co-branded product opportunities, building on the success of the Px8 McLaren Edition and Zeppelin McLaren Edition with products and storytelling that connect us to the exciting world of McLaren Racing,” adds Tom Henderson, marketing director for licensing and partnerships, Bowers & Wilkins.
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