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McLaren Reveals New Brand Identity Connecting Bruce McLaren’s Legacy With Its Future

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McLaren has unveiled an evolved global brand identity designed to connect the company’s racing heritage, road-car legacy and future ambitions under one unmistakably McLaren expression.

More than a cosmetic redesign, the new identity looks back to the origins of the company founded by Bruce McLaren while providing a visual framework for where McLaren Automotive and McLaren Racing are heading next. The updated identity brings together historic symbols, colours and design cues with a new McLaren wordmark inspired by the family service station in Remuera, Auckland, where Bruce McLaren began building the cars that would establish his racing career.

At its core, the new McLaren identity is about continuity. The company says its evolution is rooted in the same restless ambition that has defined McLaren for more than six decades: the belief that there is always another way to go further.

A New Chapter for McLaren

McLaren’s history has always been defined by a willingness to challenge convention. From Bruce McLaren’s early racing exploits to the technological extremes of Formula 1 and the development of legendary road cars such as the McLaren F1, the company has consistently positioned innovation at the centre of its identity.

The new brand direction aims to carry that philosophy into a new era.

David Woodhouse, Chief Creative Officer of McLaren Automotive, describes the evolution as a physical expression of the company’s ambition, creativity and forward momentum.

Rather than abandoning the visual elements that have become synonymous with McLaren, the new identity develops them. The result is intended to create a more unified expression across McLaren Automotive and McLaren Racing while also supporting a broader vision of McLaren ownership and fandom.

That means the brand is increasingly looking beyond the cars themselves, with greater emphasis on personalisation, experiences and community.

The McLaren Wordmark Returns to Its Roots

One of the most significant elements of the new identity is the redesigned McLaren wordmark.

Its inspiration comes from a particularly important piece of Bruce McLaren’s personal history: the sign above the McLaren family service station in Remuera, Auckland.

Owned by Bruce’s parents, Les and Ruth McLaren, the service station was more than a family business. It was a place where Bruce developed his mechanical skills and built the car that would eventually take him to his first racing victory.

McLaren has now reinterpreted that historic visual reference for the modern era.

The decision gives the new identity a direct connection to Bruce McLaren rather than relying solely on the company’s more recent history in Formula 1 and high-performance road cars. It also reinforces the idea that today’s McLaren is an evolution of the same ambition that existed at the beginning.

The Speedmark Remains

Despite the changes, McLaren is not walking away from the symbols that have defined the brand for generations.

The Speedmark remains a central element of the identity. One of McLaren’s most recognisable visual signatures, it continues to provide a direct link between the company’s past and its present.

For fans, the decision to retain the Speedmark is significant because the symbol has become almost inseparable from McLaren’s racing and automotive identity.

Papaya also remains at the heart of the brand.

The distinctive orange has been closely associated with McLaren since the company’s early racing history and has enjoyed renewed prominence during the team’s modern Formula 1 era. The updated identity expands the palette around papaya with additional colours inspired by important moments in McLaren’s history.

Another historic symbol also survives: the Speedy Kiwi.

The reference pays tribute to Bruce McLaren’s New Zealand heritage and preserves a visual connection to the founder whose name remains at the centre of the company more than 60 years after McLaren was established.

From Bruce McLaren to the McLaren F1

McLaren’s new identity arrives at a particularly significant point in the company’s history.

The marque’s transformation from a racing organisation into a global automotive brand has been one of the most remarkable stories in the performance-car industry.

While McLaren Racing established its reputation through Formula 1, the McLaren F1 changed perceptions of what a road car could achieve. Developed under Gordon Murray and launched in the 1990s, the F1 became a technological benchmark and remains one of the most influential supercars ever produced.

Bruce McLaren’s original ambition to build road cars is now being revisited as part of the company’s broader storytelling.

During 2026, McLaren has placed greater emphasis on its founder’s story, including the M6GT, an early expression of Bruce McLaren’s vision for a road-going car.

The company has also introduced McL 6GT as a contemporary signal of its design and performance direction.

These projects underline an important theme behind the new identity: McLaren’s future is being presented as an extension of its past rather than a departure from it.

McLaren Racing Enters a New Era

The identity update also brings McLaren Racing into the same broader visual narrative.

The Formula 1 team has entered what McLaren describes as its papaya era, with the distinctive colour becoming one of the most recognisable liveries on the modern F1 grid.

The team has also reached major milestones during 2026.

McLaren Racing has competed in its 1000th Formula 1 Grand Prix, marking a significant chapter in one of the sport’s longest-running stories.

At the same time, McLaren has announced its Hypercar challenger for the FIA World Endurance Championship. The programme puts McLaren into contention for one of motorsport’s most prestigious achievements: the Triple Crown of Motorsport.

The combination of Formula 1 and endurance racing gives McLaren an increasingly broad competitive footprint and reinforces the connection between its racing heritage and future ambitions.

McLaren Is Expanding Beyond Sports Cars

Perhaps the biggest change on the horizon is not visual at all.

McLaren Automotive has confirmed plans for a £500 million investment programme to expand its UK manufacturing and engineering footprint.

The investment is intended to support the company’s long-term growth and will coincide with a significant expansion of its product strategy.

For decades, McLaren Automotive has been closely associated with two-seat supercars and sports cars. That formula is now set to broaden with the arrival of an SUV.

The move represents a major strategic development for McLaren. It will take the brand into a market segment far removed from the lightweight, low-slung supercars that established its modern automotive identity.

Yet McLaren’s new brand philosophy suggests that the company sees this expansion as part of the same underlying mission: taking its engineering, design and performance philosophy into new territory.

One McLaren Across Racing and Automotive

The most important aspect of the new identity may ultimately be its attempt to unite McLaren’s different worlds.

For decades, McLaren Racing and McLaren Automotive have shared a name, heritage and technological philosophy while operating in distinct areas. The evolved identity is designed to bring those stories closer together.

The company says its teams explored shared archives, examining the symbols, stories and design details that have shaped McLaren from Bruce McLaren’s early years in New Zealand to the global organisation it is today.

That historical approach is evident throughout the new identity.

The McLaren wordmark looks back to Bruce’s family service station. The Speedmark continues from the modern McLaren visual language. Papaya connects the company’s racing heritage with its contemporary motorsport presence. The Speedy Kiwi provides a direct link to Bruce McLaren himself.

Together, those elements create a brand identity intended to feel both historic and forward-looking.

McLaren’s Future Is Being Built on Its Past

McLaren’s new identity arrives at a moment when the company is entering one of the most consequential periods in its history.

Its racing operation is expanding its ambitions beyond Formula 1, while McLaren Automotive is preparing for a broader product portfolio and significant investment in British manufacturing and engineering.

The arrival of an SUV will fundamentally expand McLaren’s potential customer base, while continued investment in performance cars will ensure that the company’s core identity remains rooted in engineering and driving excitement.

The challenge will be maintaining the character that made McLaren distinctive as the company becomes a broader global automotive brand.

The new identity provides McLaren with the visual language it believes can bridge those two worlds.

For a company founded on the restless ambition of Bruce McLaren, the message is remarkably consistent: McLaren may be changing, but it intends to keep moving forward.

The new wordmark, Speedmark, papaya colour and Speedy Kiwi are therefore more than branding elements. Together, they form a link between the small New Zealand operation created by Bruce McLaren and the global racing and automotive organisation that carries his name today.

McLaren’s next chapter is beginning with a look back at where it all started.

Source: McLaren

NEW CARS

Bentley Nicolaus Copernicus Collection Brings the Cosmos to Three Bespoke Continental GT Models

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Bentley Motors has unveiled an exceptionally exclusive new collection created specifically for the Polish market, celebrating the legacy of one of history’s most influential astronomers and thinkers, Nicolaus Copernicus. Limited to just three vehicles, the Bentley Nicolaus Copernicus Collection combines Mulliner craftsmanship, bespoke design and the astronomical themes of the Sun, Earth and Moon.

Developed by Bentley’s Mulliner bespoke division in close collaboration with Bentley Warsaw, the collection is based on the sporting Continental GT S and Continental GTC S. Each car receives its own distinctive celestial-inspired colour palette, while a common astronomical design language connects all three models.

The result is a highly individual interpretation of Bentley’s grand touring philosophy, with each vehicle designed as a standalone collector’s piece.

The Copernicus Connection

The Nicolaus Copernicus Collection takes inspiration from the Polish astronomer’s revolutionary heliocentric model of the universe. Rather than treating the three cars as unrelated special editions, Bentley has created a unified design concept centred around the celestial bodies that define our solar system.

At the heart of the collection is the “Copernicus Diagram”, an eight-piece luminary motif representing Mercury, Venus, Earth, Mars, Jupiter, Saturn, Uranus and Neptune.

The orbital-inspired design appears throughout the three Continental GT models, including the centre console, front and rear quilting panels, welcome lamps and tonneau cover. This recurring motif gives the collection a distinctive identity while reinforcing its connection with Copernicus and his astronomical legacy.

Three Cars, Three Celestial Themes

The three vehicles represent the Sun, Earth and Moon, with Mulliner carefully selecting exterior paint, leather, stitching, veneers and trim finishes to reflect the character of each celestial body.

Although each Bentley is visually distinct, the three cars share the same fundamental design philosophy: sophisticated detailing rather than excessive visual drama.

Bentley Continental GTC S ‘Sun’

The first member of the collection is the Bentley Continental GTC S ‘Sun’, a convertible finished in bespoke Manuka Orange.

The vibrant exterior colour is complemented by a Gravity Grey secondary hide and orange main-hide elements inside the cabin. Copper Stone veneer is used for the dashboard and door waist rails, while orange stitching and matching carpet binding reinforce the warm, solar-inspired theme.

The combination is intended to represent the Sun as the centre of the solar system, giving the GTC S a particularly vivid character while retaining Bentley’s traditionally restrained approach to luxury.

With its folding roof, the GTC S also provides the most open interpretation of the collection’s celestial theme, allowing occupants to experience the car beneath the same sky that inspired the design.

Bentley Continental GT S ‘Earth’

The second car is the Bentley Continental GT S ‘Earth’, a coupe finished in bespoke Nebula Blue.

The exterior colour sets the tone for an interior built around multiple shades of blue. Imperial Blue is used as the secondary hide, while Aegean Blue forms the main hide and extends across areas including the dashboard, seat side bolsters and headrests.

Galaxy Stone veneer adds another layer of visual depth, while the chrome specification and silver contrast seat piping provide additional highlights.

The centre console is finished in satin-painted Imperial Blue, completing the monochromatic blue theme and reinforcing the connection with Earth as the collection’s central planetary reference.

Compared with the warmer Sun-themed convertible, the Earth coupe takes a cooler and more sophisticated approach, using different materials and shades to create a more understated interpretation of the astronomical concept.

Bentley Continental GT S ‘Moon’

The third vehicle, another Continental GT S coupe, is the ‘Moon’.

Its exterior is finished in bespoke Moonstruck silver, chosen to evoke the distinctive surface of Earth’s natural satellite. Inside, the colour palette moves between dark Beluga and lighter Ice leather.

Ice leather highlights the outer sections of the seats and headrests, while the same contrasting treatment is applied to the centre console, dashboard leather and door inlay stripes.

The resulting cabin has a darker, more atmospheric character than the Earth model, with the silver exterior providing the visual link to the Moon.

Mulliner Turns the Continental GT Into a Collector’s Piece

While the exterior colours immediately distinguish the three cars, much of the appeal of the Nicolaus Copernicus Collection lies in the level of detail applied to areas that are less obvious at first glance.

Each vehicle receives bespoke treadplates, an individual fragrance and a dedicated key box. Owners also receive Copernicus Collection-inspired pocket squares and scarves.

Bentley has even created a special Spotify music playlist to accompany the collection, extending the astronomical theme beyond the physical vehicle and into the overall ownership experience.

This approach reflects the role of Mulliner within Bentley. Rather than simply applying a different colour or adding a badge, the bespoke division creates highly personalised vehicles where the exterior, interior, materials and accessories are conceived as one complete design.

671-HP Twin-Turbo V8 Hybrid Powertrain

Despite their highly bespoke appearance, the three Nicolaus Copernicus Collection models are not merely static luxury objects.

All three are powered by Bentley’s 4.0-litre twin-turbocharged V8 hybrid powertrain, producing a combined 671 bhp.

The performance-oriented specification is complemented by a titanium sports exhaust, giving the cars a more distinctive soundtrack than a conventional luxury grand tourer.

Bentley has also equipped the collection with an active chassis, 22-inch Ten Swept Spoke wheels finished in gloss black and carbon-ceramic brakes.

The combination of active chassis technology, large performance wheels and carbon-ceramic braking hardware gives the three cars the dynamic hardware expected from Bentley’s sporting Continental GT S family.

Luxury Meets Grand Touring Performance

The Nicolaus Copernicus Collection illustrates the increasingly important role of bespoke personalisation in the ultra-luxury automotive market.

The Continental GT platform provides the performance and technology, while Mulliner allows Bentley to transform the cars into highly individual commissions with a narrative extending across every element of the vehicle.

In this case, that narrative is particularly appropriate for Poland. Nicolaus Copernicus was born in Toruń and is widely associated with the development of the heliocentric model that placed the Sun rather than Earth at the centre of the planetary system.

Bentley has translated that scientific legacy into three automotive interpretations: the Sun, Earth and Moon.

A Celebration of Bentley Mulliner

Richard Leopold, Regional Director EMEA of Bentley Motors, highlighted the collaboration between Mulliner and Bentley’s European retailer network as an important part of the collection.

According to Bentley, understanding customer preferences, offering extensive personalisation possibilities and maintaining handcrafted British craftsmanship remain fundamental elements of the brand’s identity.

The Nicolaus Copernicus Collection provides a particularly clear demonstration of those capabilities.

With only three vehicles produced for Poland, the collection is unlikely to be defined by conventional performance statistics or outright exclusivity alone. Its appeal comes from the combination of a recognisable Continental GT platform, an elaborate astronomical theme and the ability to create three cars that are visually connected yet individually distinct.

The Bentley Nicolaus Copernicus Collection at a Glance

  • Models: Three bespoke Bentley Continental GT family vehicles
  • Themes: Sun, Earth and Moon
  • Body styles: Continental GTC S convertible and Continental GT S coupe
  • Powertrain: 4.0-litre twin-turbocharged V8 hybrid
  • System output: 671 bhp
  • Exhaust: Titanium sports exhaust
  • Chassis: Active chassis
  • Wheels: 22-inch Ten Swept Spoke, gloss black
  • Brakes: Carbon Ceramic Brakes
  • Design division: Bentley Mulliner
  • Market: Poland
  • Production: Three vehicles

Source: Bentley

NEW CARS

Citroën C5 Aircross Émeraude Debuts With Emerald Blue Design and Up to 680 km of Electric Range

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Citroën has introduced the new C5 Aircross Émeraude special edition, adding a distinctive French character to its flagship SUV just one year after the arrival of the latest-generation C5 Aircross. Combining a striking new colour, exclusive design details, enhanced comfort equipment and a choice of electrified powertrains, the C5 Aircross Émeraude is designed to make long-distance travel as enjoyable as the destination itself.

The new Citroën C5 Aircross has already marked a significant change in direction for the French brand. Its more expressive exterior design, improved aerodynamics, spacious cabin and focus on comfort have transformed it into one of the key models representing Citroën’s modern identity.

With hybrid, plug-in hybrid and fully electric powertrains available across the C5 Aircross range, Citroën is also positioning its flagship SUV as a versatile choice for drivers moving toward electrification. In its extended-range electric configuration, the C5 Aircross can deliver up to 680 kilometres of WLTP range, giving it the ability to combine everyday practicality with genuine long-distance capability.

Citroën C5 Aircross Émeraude Gets a Distinctive Emerald Blue Finish

The defining feature of the Citroën C5 Aircross Émeraude is its new Emerald Blue exterior colour. Deep, luminous and designed to change character with the surrounding light, the colour gives the SUV a more sophisticated appearance while establishing a direct connection with the coastal landscapes of Brittany.

The choice is particularly significant because the C5 Aircross is produced at Citroën’s Rennes-La Janais factory in Brittany. The region’s famous Emerald Coast, located only a short distance from the production site, provides the inspiration for both the special edition’s name and its signature colour.

Citroën has complemented the Emerald Blue paintwork with matching details throughout the exterior. Emerald Blue Color Clips appear on the front bumper and front door protection elements, while the rear aerodynamic appendages feature a subtle French flag motif alongside an Émeraude signature.

For customers who prefer a different exterior colour, the Citroën C5 Aircross Émeraude is also available in Perla Nera Black, Platinum Grey, Okenite White and Astoria Green.

Exclusive Interior for the C5 Aircross Émeraude

The C5 Aircross Émeraude is based on the PLUS trim level and receives an interior treatment developed specifically for the special edition.

The cabin features an Emerald-themed design intended to create a brighter and more sophisticated atmosphere. Blue accents appear on the front-seat labels and on an embossed insert integrated into the fabric section of the dashboard in front of the passenger.

Special floor mats complete the interior treatment, while a comprehensive equipment list reinforces the C5 Aircross’s focus on comfort.

Standard equipment for the Émeraude special edition includes an electrically adjustable driver’s seat, heated front seats, a heated steering wheel, a second-row armrest, wireless smartphone charging and a hands-free power tailgate.

The combination makes the C5 Aircross Émeraude more than a cosmetic special edition. Citroën has used the opportunity to reinforce the SUV’s comfort-oriented character while adding technology designed to reduce the workload on longer journeys.

Citroën Drive Assist 2.0 Adds Advanced Driver Assistance

The C5 Aircross Émeraude is also equipped with Citroën’s Drive Assist 2.0 Pack, bringing together several advanced driver-assistance technologies.

The system includes lane positioning assistance, semi-automatic lane-change assistance and an advanced speed-limit warning system. A reversing traffic alert can monitor approaching traffic from a distance of up to 40 metres, while the long-range blind-spot monitoring system can detect vehicles up to 75 metres away.

Together, these technologies are designed to make highway driving and manoeuvring in busy traffic more relaxed, particularly during longer journeys.

Comfort Remains the C5 Aircross’s Biggest Strength

Despite its new appearance and additional equipment, the defining characteristic of the C5 Aircross remains unchanged: comfort.

The latest-generation C5 Aircross was developed around Citroën’s philosophy of making the journey itself an important part of the experience. The SUV uses Citroën Advanced Comfort suspension with progressive hydraulic stops to absorb road imperfections, while Advanced Comfort seats are designed to provide a more supportive and relaxing environment over longer distances.

The spacious rear passenger area is another important part of the formula. Combined with generous luggage capacity, it allows the C5 Aircross to accommodate passengers and their belongings without forcing owners to compromise when planning longer trips.

The dashboard is dominated by a 13-inch HD Waterfall touchscreen, providing a central interface for the vehicle’s infotainment and connected functions.

Citroën’s Alternative Approach to the SUV

The C5 Aircross Émeraude illustrates Citroën’s attempt to differentiate the model from conventional European SUVs. Rather than focusing exclusively on performance or aggressive styling, the French brand continues to build the C5 Aircross around comfort, practicality and relaxed long-distance travel.

That philosophy is particularly relevant in the current automotive market, where electrification is changing the way manufacturers approach family SUVs.

With hybrid, plug-in hybrid and fully electric versions available, the C5 Aircross gives customers several routes into electrified driving. The extended-range electric version, with up to 680 km of WLTP range, is particularly significant for drivers who want the advantages of an electric SUV without limiting the vehicle to short-distance urban use.

A French SUV With a French Story

The Émeraude name is closely connected to the C5 Aircross’s production story.

The SUV is manufactured at the Rennes-La Janais plant in Brittany, one of Citroën’s historic production facilities. The site has been associated with the brand for more than six decades and continues to play an important role in Citroën’s European manufacturing operations.

The proximity of the factory to Brittany’s Emerald Coast makes the connection especially appropriate. The coastline’s distinctive landscapes and changing shades of blue and green provided the inspiration for the special-edition colour.

Citroën is therefore using the C5 Aircross Émeraude to highlight more than a new visual identity. The model also serves as a showcase for French industrial expertise, with the vehicle conceived, designed and manufactured in France.

Citroën C5 Aircross Émeraude: A Special Edition Built Around the Journey

The new Citroën C5 Aircross Émeraude adds a distinctive visual identity to an SUV already defined by comfort and practicality. Its Emerald Blue finish, exclusive interior details, additional equipment and Drive Assist 2.0 technology give the special edition a character of its own without moving away from the core philosophy of the C5 Aircross.

More importantly, the Émeraude name connects the vehicle directly with its French roots. Produced in Rennes, just a short distance from the Emerald Coast that inspired its name and colour, the C5 Aircross Émeraude represents Citroën’s interpretation of modern French automotive design.

With electrified powertrains ranging from hybrid and plug-in hybrid technology to a fully electric version capable of up to 680 km of WLTP range, the C5 Aircross is also designed to meet the changing demands of modern family travel.

For Citroën, the message is clear: the journey should not simply be the distance between two destinations. It should be part of the experience.

Source: Citroen

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