In July this year Charlotte Dickson was promoted to Regional Director – Asia Pacific for McLaren Automotive. Fundamental to her role will be furthering the development of the McLaren brand in the Asia Pacific region and enhancing its recognition as a pioneering creator of luxury, high performance supercars.
With almost 15 years of experience in the luxury automotive sector, Ms Dickson brings considerable expertise and determination to the role. Dickson joined McLaren in 2018, following 10 years in luxury automotive senior positions in sales, marketing, operations, and strategy in Europe and the Middle East. Throughout this time, Ms Dickson has guided her teams to deliver exceptional sales, dealer, and customer satisfaction as well as fostering innovative partner collaborations.
During her six years of experience with McLaren, Ms Dickson has been instrumental in expanding McLaren’s presence in the APAC markets, has secured a healthy and balanced inventory across the 17-strong retailer network, has improved retailer profitability, and secured record Qualified car sales in the region, leading to strengthened residual values across all model lines.
In her new position as Regional Director, Ms Dickson assumes full executive responsibilities for the Asia Pacific region, which includes Australia, Cambodia, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea, Taiwan, Thailand, and Vietnam with a presence in 22 showrooms. The role reports directly to McLaren’s Chief Sales and Marketing Officer, George Biggs.
Ms Dickson was nominated one of 2019’s Autocar Great Women Rising Stars and 2024’s Autocar Top 100 Great Women and she is the first female Regional Director for McLaren Automotive. She has been in automotive industry for her whole career, as was her father, and this was where her interest in cars and luxury brands started.
“Since joining the team here at McLaren Automotive, I have helped to expand the brand’s presence in the Asia Pacific Region and I am immensely proud to have been appointed Regional Director of McLaren Automotive Asia Pacific,” Ms Dickson recently told Driven Women Magazine.
“I am very excited to continue building on the momentum in the region as we continue to grow awareness and see even more people experience the McLaren brand. McLaren has seen such an incredible evolution as we continue to push the limits of performance. Visiting Australia for the recent launch of the Artura Spider, our first plug-in hybrid convertible supercar, was wonderful as there is so much excitement about this model,” added Ms Dickson.
Being a McLaren F1 fan since she was a young child, the chance to work for McLaren is “an absolute dream” for Ms Dickson. Having spent the last eight years at McLaren, two in the UK and the last six years in Asia, Ms Dickson is proud to have progressed in an industry that is so competitive.
“Being appointed at Regional Director the Asia Pacific is definitely a career highlight and a role that I am truly loving each and every day. I was also nominated as one of 2019’s Autocar Great Women Rising Stars and 2024’s Autocar Top 100 Great Women, two achievements which I am so proud of,” continued Ms Dickson.
For Ms Dickson, McLaren Automotive is a pioneer in automotive technology and always looks to stretch the boundaries in automotive design. It is this ambition that resonates with her so well as she loves working in an environment that pushes her to get the most out of herself and her team. McLaren continue to innovate, excite and inspire, which makes the organisation an incredible place to work, for Ms Dickson.
“My favourite McLaren would have to be the 765LT given its speed and power on track. The 750S is also an extremely impressive car on track, but for me, the 765LT just performs that little bit better and gives you a special thrill when behind the wheel,” said Ms Dickson.
McLaren Automotive is a producer of ultra high-performance, lightweight supercars. Launched in 2010, the company is now the largest part of the McLaren Group. The McLaren Artura Spider was revealed in early 2024 as the brand’s first high-performance hybrid convertible. Its introduction was part of a major model year uplift for the Artura nameplate, and meant McLaren’s series-production line-up of GTS, new Artura and 750S had been introduced within 12 months of each other.
In 2023 McLaren sold 85 vehicles in Australia, an almost 40% increase on 2022 figures, and as at end of October 2024 the number of vehicles sold in Australia stood at 71. McLaren are increasingly seeing female owners drawn to McLaren, which is “fantastic” according to Ms Dickson.
“In particular, the Artura has had a strong response from female owners. The hybrid powertrain has strong appeal for owners who enjoy the quiet and convenience of an electric engine, particularly while city driving, while also possessing the power and performance to switch into dynamic driving as needed,” concluded Ms Dickson.
For more information about the McLaren’s exclusive model line-up visit your nearest McLaren Retailer.
Photographs by Driven Women Magazine.