We had the opportunity to interview Charlotte Dickson, who was appointed Director for the Asia Pacific region of McLaren Automotive, at McLaren Yokohama during her visit to Japan. What are her future visions and the appeal of McLaren, as spoken by the first female Director for the Asia Pacific region?

McLaren has honed its skills at the pinnacle of racing, Formula 1, and translated that technology to the road. The supercars bearing its name continue to captivate car enthusiasts worldwide. Charlotte Dickson, the new leader heading McLaren's Asia Pacific region, visited Japan.

We met with Ms. Dickson in the sophisticated space that embodies McLaren's world view at "McLaren Yokohama," which opened in the Minato Mirai district of Yokohama in April this year. With a professional demeanor and a gentle expression, she is a veteran of the industry with approximately 15 years of experience in luxury car brands.

Although she is from the UK, she has long been based in Singapore, and she smiles as she says, "I feel half-Asian."

"I am honored to be appointed to lead the Asia Pacific region at this crucial time when the brand and product portfolio are rapidly growing, spearheaded by the McLaren Artura Spider," says Ms. Dickson. Since joining McLaren in 2018, she has been dedicated to expanding the brand's presence in the Asia Pacific region.

"Over the past six years, we have achieved balanced inventory management and improved profitability across our 17 retailer networks. In particular, we have recorded the highest sales volume in the qualified car segment in the region."

Her achievements were recognized, and Ms. Dickson was appointed to oversee the entire Asia Pacific region, including Japan. Her responsibilities encompass the entire Asia Pacific region, including Japan, Australia, New Zealand, Southeast Asian countries, South Korea, and Taiwan.

Ms. Dickson identified two key challenges for her new role. "First, I want to focus on qualitatively improving the customer experience. This includes not only driving experiences like track days but also offering diverse experiences in Japan and other Asia Pacific countries, leveraging our F1 connection for events, and providing opportunities like the driving school in Europe and the ice driving events in Finland that combine driving with lifestyle."

In addition to enhancing the customer experience, Ms. Dickson emphasizes the importance of acquiring new customers. "We will strengthen our efforts to expand our prospect base and approach segments that have not previously considered McLaren. Acquiring new customers is essential for brand growth."

The Asia Pacific region under Ms. Dickson's purview spans over 20 countries. How does she perceive the Japanese market among them?

"Japan is a market with a strong sense of uniqueness and is also the largest market in Asia. Japanese customers tend to favor stylish and fashionable items, so we plan to further promote customization through McLaren Special Operations (MSO), allowing customers to express themselves more through their vehicles."