SHANGHAI, Sept 13 — Britain’s McLaren yesterday opened its first car dealership in mainland China, hoping to sell the country’s wealthy elite its Formula One-inspired vehicles for up to US$2.1 million (RM6.9 million) apiece.

China has become crucial to luxury car makers, as a growing number of the super-rich with a penchant to flaunt their fortunes pay enormous sums for a single vehicle.

The Shanghai showroom is in the centre of China’s commercial hub, not far from other luxury car dealerships including Britain’s Rolls-Royce and Italy’s Lamborghini.

Among the models available, the top-of-the-line P1 is listed at 13 million yuan (RM6.9 million). The 12C Spider would go for at least 3.7 million yuan, a salesman said.

McLaren, based in Surrey in southeast England, says its high-performance sports cars are based on the knowledge it has developed from decades of Formula One racing.

“Our biggest advantage... is the technology content of the car,” Mirko Bordiga, its regional director Asia-Pacific, said at a news conference. “From a technology point of view, McLaren has some features that no competitor brand has.”

Analysts said McLaren would find a market in China despite its high prices.

“Wealthy Chinese tend to pursue more sophisticated and differentiated goods for consumption,” said John Zeng, general manager of LMC Automotive Consulting (Shanghai) Co.

“Top global brands never lack enthusiasts in China. I think this is a fundamental reason for its entry.”

McLaren’s Shanghai showroom would be followed by others in Beijing, Chengdu in the southwest and Guangzhou in the south, company representatives said, with another eight dealers to come in smaller cities next year.

“China definitely has potential for McLaren,” said Bordiga. “I think China can levitate up to 10 per cent of the total worldwide sales (for the company).”

McLaren sold more than 1,400 vehicles worldwide last year, 80 per cent outside Britain, according to a company statement.

The independent Hurun Report has estimated that China’s millionaires typically own at least three cars per family, typically a business and personal car for the chief earner and another for the spouse. — AFP