Grand Opening event for Mclaren Toronto

Pfaff Automotive Partners chosen to represent iconic marque as ‘McLaren Toronto’

Published: June 13, 2012, 7:00 AM
Updated: April 29, 2018, 2:12 PM

Mclaren Toronto Grand Opening

Ron Dennis, Executive Chairman of McLaren Automotive and McLaren Group, welcomed the crowd and greeted MP4-12C customers and guests at the official opening of McLaren's Toronto showroom, last week.

"It’s exciting to be launching McLaren Toronto, one of our 10 dealerships in North America," Dennis said. "To go from the racetrack to the road with our new 12C is a great moment for us, and it is very fitting that we can open McLaren Toronto in this milestone week," he added.


"McLaren has a long history of racing in Canada, both with Formula 1 and Can-Am," Dennis observed. "In fact, this is where Lewis Hamilton won his first Formula 1 race with McLaren and, with his win this weekend, the team has now won the last three Canadian Grands Prix with Lewis in 2010, and Jenson in 2011."

Pfaff Automotive Partners, which is well known in the Toronto area market and in performance car and racing circles in Canada, was selected to represent McLaren in the Toronto market. Pfaff, which will represent McLaren as ‘McLaren Toronto’, has recently completed a state of the art facility located at 33 Auto Park Circle in Woodbridge, Ontario.


"The McLaren brand has built a legacy of producing superior race cars over the last 30 years. With the entry into the super car retail segment, McLaren is setting automotive history," said Christopher Pfaff, President of Pfaff Automotive Partners. "We are honoured to align the Pfaff brand with a company whose DNA is so strongly rooted in racing and that upholds the same principles of excellence that Pfaff aspires to."

 Tony Joseph, Director, McLaren North America, commented: "Even with a car as meticulously designed and engineered as the 12C, we know that satisfaction from driving the car must be matched with a world-class retail experience, and that is why we’ve selected partners like Pfaff Automotive Partners to represent us in North America."

He added: "Driving a great sports car is only part of the experience of owning a McLaren. As we establish an identity in this market, we hope that customer service and support become as identifiable with McLaren as our success on the Formula 1 circuit."


The 12C is the first in a range of high performance sports cars planned by McLaren Automotive. Benefiting from the expertise and virtuosity of the McLaren Group, with F1-inspired features such as a carbon fibre MonoCell chassis, it can challenge the world’s best sports cars.

It represents "pure McLaren," from unique engineering to bespoke design where everything is for a reason, the company says.