G O R D O N M U R R A Y S V
C U S T O M E R E X P E R I A N C E
Gordon Murray Special Vehicles’ customers are a mix of existing and returning owners and new ultra-high-net-worth clients from around the world. The standard they expect is set by the cars themselves: in 2025, the S1 LM achieved a record price for a new car at a Bonhams auction in Las Vegas.
An experience for customers like these has to match that level. Every touchpoint and every small detail needed to be considered, to deliver a seamless, world-class experience. It also went well beyond a single visit. The journey began the moment a customer signed the contract for a new supercar and continued all the way to delivery.
As part of a small team, I helped plan, create and implement the customer experience and journey. It covered everything from transport and the language we used to gifts, the experience at the factory, restaurants and hotels. The aim was a journey customers would admire and want to experience again and again. My role within the team was to bring ideas to the table and then implement the chosen route, often through gifting, beautifully produced documentation, events and tours.
The work spanned every part of the journey. In print, it ranged from the stationery the contracts were written on to brochures, invitations and the packaging for each car’s documentation. Digitally, it covered websites and online portals, the interface of the vehicle’s diagnostics tablet, monthly newsletters, build status updates and event invitations. It also shaped the personal touches: the language used in speech and in writing, how travelling to and from the factory feels, the clothing designed for customers and the gifts they receive. Finally, it extended to the product itself, including how handover operates and feels, and the components given to customers during the build process.
Customers loved the experience. Many came back to take part more than once, and bought further cars to be part of more bespoke journeys and exclusive, high-end experiences. Between the cars and the customer experience around them, every car we have launched has sold out.
