Video: McLaren website shows the MP4-12C from the inside-out

As with the car, the new website is 'pure' McLaren - innovative, exciting and a design that's driven by functionality.

McLaren Automotive has launched a new website to act as an engaging and informative online showroom for the new MP4-12C. Future customers and McLaren car enthusiasts can view the 12C in detail through an animated 'explosion' of the car's technical features at www.mclarenautomotive.com

McLarenAutomotive.com has been developed to reflect the design ethic of all future McLaren sports cars; all features are intended to enhance the experience of users. The front page of the website presents the new performance car in exploded form, which clearly depicts the way in which the car has been designed from the inside out and entirely around the driver.

The opportunity to explore how technical innovations have shaped the new 12C is a highlight of the site, which employs Adobe Flash 10 3D to bring its content to life. An intuitive navigation system improves the user experience, dynamic edge caching increases the download speed of site data and written content is optimized to ensure Mclaren.com is at the top of natural search listings.

McLaren Automotive Head of Marketing, Lianne Daly, said: "It is vitally important that potential customers of McLaren Automotive across the globe are able to see the unique properties of the MP4-12C and gain an understanding of why we are claiming that this car will set new performance and efficiency standards in the core sports car market."

Daly continued: "Until the car is physically presented in showrooms in early 2011, this website will be the only publicly-available source of official information relating to our range of high performance sports cars. Visitors to McLarenautomotive.com can now explore the interior and exterior of the car in beautiful detail and over the coming months time we will add more engaging content."

In addition, users will be able to view a gallery of images from McLaren Automotive's past and present and also tap into 'The Insider', a blog that will be regularly updated with developments from the depths of the McLaren Technology Centre.

McLarenAutomotive.com contains a link to a site reserved for global media. Journalists wishing to stay ahead of the latest press information from the Woking-based sports car manufacturer must register at www.media.mclarenautomotive.com. Here they will receive unique login details, giving access to press releases, high resolution images and downloadable video content suitable for broadcast media use.

The web design of McLaren.com has been managed by AKQA. 3D animation is provided by Burrows and McLaren Automotive's visual identity has been developed by Fitch. Source: McLaren