Recently, the brand gained further visibility through a campaign fronted by David Beckham for their flagship Pi8 True Wireless earbuds. These earbuds deliver high-resolution sound, adaptive active noise cancellation, and crystal-clear voice calls, features that meet Beckham’s need for on-the-go performance, while also offering the style and elegance he demands.
Now, the brand has announced an extension to its long-term partnership with luxury supercar manufacturer and Formula 1 team McLaren as it becomes the Official Audio Partner. This strengthened partnership builds on a decade of collaboration between McLaren Automotive and Bowers & Wilkins, which began in 2015. Since then, the audio brand has contributed to the development of high-performance audio systems for McLaren’s supercars, delivering top-tier sound performance.
The brand’s dedication to perfection, inspired by founder John Bowers, aligns with the precision and high standards of Formula 1 racing. Similarly, McLaren’s relentless drive, rooted in the vision of its founder Bruce McLaren, has focused on designing and building the world’s most accomplished racing cars. Both brands share a commitment to pushing the boundaries of performance and design excellence.
The partnership with McLaren Automotive is grounded in strong technical expertise, combining Bowers & Wilkins’ renowned engineering team with McLaren’s engineers to design and optimize audio systems for McLaren’s supercars, including the newly introduced McLaren W1. The W1 features an advanced audio system integrated into the car’s InnoKnit fabric and carbon fiber structure, utilizing cutting-edge speaker technologies developed by Bowers & Wilkins in Southwater, just 30 miles from the McLaren Technology Centre.
Henrik Wilhelmsmeyer, Chief Commercial Officer of McLaren Automotive, shared: “Exceptional audio performance enhances the driving experience of a McLaren. Since 2015, our engineers, alongside Bowers & Wilkins, have worked to create audio systems that meet the excellence our customers expect.”
Expanding the partnership to include the McLaren Formula 1 Team further deepens the relationship between the two brands. In addition to the successful co-branded products, such as the Px8 McLaren Edition and Zeppelin McLaren Edition, new projects are underway to engage McLaren’s global fanbase.
“We’re excited to welcome Bowers & Wilkins to McLaren Racing, building on their partnership with McLaren Automotive,” said Nick Martin, Co-Chief Commercial Officer, McLaren Racing. “Both brands share a passion for innovation and excellence, and we look forward to developing exciting new products for our fans.”
Tom Henderson, Marketing Director for Licensing and Partnerships at Bowers & Wilkins, commented: “We are thrilled to continue our successful car audio program and explore new co-branded products, building on the success of the Px8 McLaren Edition and Zeppelin McLaren Edition, with products and storytelling that connect us to the thrilling world of McLaren Racing.”
