McLaren's First MSO LAB NFT Collection
Photo Source: mclarennb.com
McLaren Special Operations (MSO), the division of the British automaker that builds bespoke and one-off cars, just announced the first steps in what it calls an "ambitious metaverse strategy." That strategy includes creating digital engagement by releasing NFTs and creating exclusive content through its metaverse-based MSO LAB.
McLaren is joining other automakers pursuing digital engagement by releasing NFTs to promote the release of new vehicles or their brands. Porsche, Rolls-Royce, and Lamborghini are a few of the luxury brands to have already taken the plunge, while Acura released an Integra NFT to early reservation holders. Alfa Romeo will use NFTs to record vehicle history information on the blockchain, and BMW even used the technology to record engine sounds for storage in a museum to preserve engine sounds for future generations.
So, what is MSO? This McLaren division was formed in 2011 to "provide a bespoke personalization service for McLaren customers." That service extends from tailoring individual cars to its customers wants and needs, to producing enhanced limited production models and creating one-of-a-kind vehicles for those who can afford them.
And affordability is subjective when it comes to a McLaren car. From just above $215,000 to well above $2,000,000, running down to your dealer and kicking the tires ain’t gonna cut it.
Photo Source: mclarennb.com
NFTs are another one-of-a-kind purchase.
Selling NFTs fits in with their business model. Their first NFT drop will be available only to owners of their vehicles, but the company says they may expand the opportunity to purchase at a later date. They will come from MSO LAB.
MSO LAB is an online community where members can interact with various teams at the automaker and get early access to NFT drops. Early members get a digital sketch from the McLaren design team and a virtual tour of the McLaren Technology Center. They'll also have the chance to attend events.
Photo Source: mclarennb.com
The first NFT available from MSO LAB is the Genesis Collection, which the company says will be an invite-only mint. The limited run will feature "one of the most storied cars in McLaren's history," with pricing and other information coming soon. What that may include still isn’t clear. NFTs can contain music, drawings, art, data, and other information. McLaren’s first NFT could be images or sounds from a limited car like the McLaren Senna or P1, or it could be artwork inspired by the cars. Whichever they choose, MSO LAB is counting on their clientele – people with high standards and lots of disposable income – to make purchases.
Want a McLaren NFT?
Unless you’re a McLaren owner, you’re out of luck. The first drop is by invitation only, with two phases of email notifications for "specially invited individuals." As mentioned, not many people own a McLaren, so the possible number of sales of their NFTs is quite limited. However, there is the cachet of being a member of such an exclusive club.
Then again, if limiting their sales comes up short, they may decide to let us mere mortals who don’t own a McLaren vehicle purchase their NFTs. Whether NFTs will still be a thing in a few years only time will tell.