McLaren has officially announced the appointment of Kemal Curic as the brand’s Chief Designer—a decision that has already sparked lively reactions in the automotive industry. Curic replaces Tobias Sühlmann, who previously left the company to work for Porsche. For McLaren, this step means not just a change in the design department leadership, but the beginning of a new chapter in the brand’s history, traditionally associated with the most technologically advanced and fastest supercars on the market.
A new perspective on the supercar
Before joining McLaren, Kemal Curic spent nearly two decades at Ford, progressing from interior designer to project leader and leaving a notable mark on the history of American muscle cars. Under his direction, the Ford Mustang S550 generation (2014–2022) was designed, becoming one of the brand’s most recognizable models and earning acclaim not only in the United States but also on the European market. Additionally, Curic was responsible for updating the third-generation Ford Focus and led the design of the Lincoln Continental—the flagship model of Ford’s premium division.
Curic’s move to McLaren is seen as a strategic step: the British manufacturer is preparing for a large-scale update of its product lineup and intends to reach beyond its usual audience. In the coming years, the brand plans to introduce new models that will appeal not only to traditional supercar enthusiasts but also to buyers in adjacent luxury sports car segments. According to McLaren, Curic will work at the Woking headquarters, where he will be responsible for shaping a new design strategy and the creative direction of the entire lineup.
A change of course and market challenges
McLaren does not hide that it is going through difficult times: after a challenging financial period, the company is approaching changes cautiously, avoiding drastic revolutions. Most of the models that will be released in the coming months were approved under Tobias Sühlmann, so their design will remain in line with the previous school. However, it is Curic who will set the tone for future projects, which will define the brand’s identity in the years ahead.
In Spain’s automotive industry, interest in McLaren has traditionally been high, despite the brand occupying the ultra-premium supercar niche with prices of several hundred thousand euros. The new models being developed under Curic’s leadership may provide an opportunity to expand the client base and attract the attention of those who previously chose Ferrari or Lamborghini. In this context, it is particularly notable that McLaren is betting on the fresh perspective and experience of a specialist who knows how to work with both mass-market and premium segments simultaneously.
Context for Spain and competitors
The Spanish supercar market remains one of the most competitive in Europe, featuring all key players, including Ferrari, Lamborghini, and Porsche. McLaren has traditionally focused on enthusiasts who value the brand’s engineering purity and racing heritage, but in recent years, demand for exclusive versions and bespoke projects has been growing. In 2024, the brand unveiled the McLaren W1 — a model aimed at strengthening the marque’s position against competitors such as the Lamborghini Revuelto. As russpain.com notes, fresh design solutions and a focus on new segments are becoming a key trend for premium brands: the Panamera Turbo S E-Hybrid example demonstrates how unexpected details can change the perception of even the most traditional models.
For Spanish buyers, not only exclusivity but also a sense of belonging to the global automotive community is important. The appointment of Kemal Curic may serve as a signal to the market: McLaren is ready to change and offer something more than just speed and technology. In the coming years, design in particular will become one of the main factors defining the brand’s success in Spain and across the European market.
The McLaren W1, like other models of the brand, is officially presented on the Spanish market and available through a network of specialized dealers. Despite its limited edition and high price, demand for such cars remains consistently high among collectors and enthusiasts. Amid growing competition and the emergence of new players in the ultra-premium sports car segment, betting on a strong designer and refreshing the product line appears to be a logical and timely move for McLaren.
