Off the Cuff: A Q&A with McLaren’s Nicolas Brown

April 4, 2025

Nicolas Brown is president of McLaren The Americas

“Off the Cuff” is a Q&A series from Luxury Daily exploring the career paths, current projects and next steps of those shaping the world’s best luxury brands.

The interviews feature a Proust-style twist, allowing readers to get to know industry leaders on a personal level. This edition features Nicolas Brown, president of McLaren, The Americas.

In this Q&A, Mr. Brown discusses the importance of empathy, watching bespoke supercars come to life and an appreciation for all things analog.

Here is the dialogue:

What was your first job ever? What did it teach you?

I worked as a waiter in a senior assisted living community during high school and university.

It taught me a lot about client service, how to listen and how to be empathetic. Engaging with the residents, hearing about their stories and ultimately serving them in the on-site restaurant had a significant impact on how I view customer service – and served as a good reminder that it goes beyond the client.

Whether it was a patron dining in the restaurant, a fellow server or management at the facility, showing appreciation and kindness to everyone you interact with goes a long way.

Which skills have been critical to your success? Did you gain these skills within or outside of the workplace?

I’ve always had a hands-on, entrepreneurial approach to life and to the roles I have been fortunate enough to hold.

Knowing how to listen and understand while empowering the teams I work with to take control of their own destiny – I’ve been refining these skills since I started my career in high-end automotive more than 22 years ago.

In the automotive industry, a global outlook and understanding is incredibly important, and I’ve had the opportunity to live and work in different countries and regions around the world, from the United States, United Kingdom, Germany and Asia – which has certainly taught me a lot throughout the journey.

What is the best piece of advice you’ve ever received?

The one quote that has stuck with me throughout my career is: “It’s a marathon, not a sprint.”

This is not to say that business does not require agility and speed, which it absolutely does. But it’s a reminder about the importance of having a long-term focus for the sustainable achievement of one’s goals and vision. It is about being proactive versus reactive and anticipating what is required.

How has your field changed since you started out in luxury, and what do you think your industry will look like in a decade?

The ultra-luxury automotive segment, like the automotive segment as a whole, is going through a paradigm shift (technology, propulsion, automation, etc.).

Early in my career there were only a handful of players in the space and a few select models. Today, clients have an enormous amount of choice, and both luxury offerings and performance have increased exponentially.

When I started, "experiential" was all the rage, but now it’s no longer enough to offer experience. It’s all about community and really being part of a brand – not only a participant.

Time is more valuable than ever in a world where we are bombarded with so much noise. Clients want meaningful experiences that allow them to enjoy a product, yes, but also to be able to blend out all other distractions and to have something curated which is unique to them and unexpected. One inspiring book on this subject I recently read is "Unreasonable Hospitality" by Will Guidara.

For the future, it’s going to be more about how a brand and product makes you feel. This is going to be more important than ever.

What recent projects have ignited your passion for working in luxury?

We recently launched our next ultimate supercar, the McLaren W1, following in the lineage of the McLaren F1 and the McLaren P1.

I have had the pleasure of participating in a few spec sessions with our clients, where they essentially start with a blank canvas to design the content of their one-off masterpieces, together with our bespoke relationship managers. The automotive industry is all about emotion, and it’s been very inspiring and rewarding to be not only a part of launching this new supercar, but to observe our clients’ personal journeys throughout it.

Who, in any industry or sphere, would you most like to share a long lunch with and where would you take them?

I would love to have lunch with Ayrton Senna, a former McLaren F1 driver and arguably the best F1 driver to ever race – certainly the most iconic. His dedication to perfection and his relentless focus took him to another level, but beyond the track he was exceptionally charismatic and his humanitarian efforts, particularly in his home country of Brazil, have left a lasting legacy which is carried on today by his foundation.

Since I know he loved Italian cuisine, I’d take him to one of my favorite spots in the city and discuss his drive for success and his philanthropy.

How do you get into the right mindset before a big meeting or presentation?

I take every meeting and presentation seriously – everything is a big deal.

To that end, nothing beats preparation. Sometimes I will listen to my latest favorite dancehall reggae track to get me in the mood. And last, but not least, I try to always be in the moment – and even enjoy it!

On your days off, what can you be found doing to relax or have some fun?

That’s easy: Spending time at the park with my 16-month-old son, Malik. Quality moments with my family always give me the energy I need.

What does luxury mean to you?

For me, luxury revolves around time and stories on both a personal and brand level. The time it takes to slow down and get it right, whether it’s a beautiful design, an incredible spec, the craftsmanship that goes into creating something breathtaking, the curated experiences we enjoy.

These memories and experiences have emotional value and are stories we can tell for years to come.

Whether a product or service/experience, what is your favorite luxury indulgence?

Travel and dining experiences with loved ones and good friends are definitely at the top of my list. I also have a love (have a weakness) for all things analog: timepieces made in Le Brassus, Geneva and Glashütte, Italian suits and shoes and, of course, old vinyl records.

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