Niclas Morgenschweis joins McLaren Munich - DRIVTO goes behind the scenes to reveal the strategy, impact, and what's next for the brand in Munich.
Niclas Morgenschweis has been a partner and close friend of ours for a very long time. He took part in our first Cars & Coffee events back in 2015. After enjoying a distinguished career in sales at Ferrari in Düsseldorf (LUEG sportivo) and Munich (Saggio), he has now joined the sales team at McLaren Munich. We visited him to see how he was settling in!
McLaren in Munich is part of the Dörr Group and thus part of the large family-run car dealership group under Rainer Dörr with a remarkable range of brands in the sports car sector. The group is the official representative for McLaren in Munich, Frankfurt, and Stuttgart, for Lamborghini in Frankfurt and Berlin, Lotus in Frankfurt, Bugatti in Frankfurt and Munich, Aston Martin in Berlin, and is even an authorized partner for Pagani, Pininfarina, and Dallara. They are also heavily involved in motorsport, supporting various private racing teams.
McLaren in Munich is not only one of the first official McLaren dealers since the introduction of the MP4-12C in 2009 and the first deliveries in 2011, but also one of the strongest worldwide. Niclas' sales colleague Erwin Krieger has been there from the beginning and is definitely one of the reasons for this. As soon as you enter the showroom, it becomes clear that this is a different league altogether. In addition to a McLaren 620 R ready for delivery and one of the first 765 LTs in Germany, there are two Senna GTRs – the brutal version of the Senna with 825 hp and limited to 75 units worldwide. Almost as a matter of course, there is also an orange McLaren P1 GTR – one of only five of this model with British road approval. It's almost unbelievable...
We can only congratulate Niclas on this step and wish him lots of fun under the new flag! It was immediately clear that he feels at home here when he showed us every single vehicle in the showroom, explained the corresponding history and technical details, and introduced us to the wide range of design options available with the MSO (McLaren Special Operations) program. But it's best if you see for yourself...
Philipp Lauterbach is the founder of DRIVTO, the curated identity and discovery platform for the European sportscar scene. Based in Düsseldorf, he has been building sportscar communities since August 2018 — first through the Cars+Coffee format in Düsseldorf, Cologne, Berlin, Mönchengladbach, and on Sylt, and since mid-2024 through DRIVTO as a platform with its own editorial magazine and proprietary DriverDNA methodology.
His path into the sportscar world began with an event-management apprenticeship inside a Mercedes-Benz dealer group. From there he moved into marketing roles at Ferrari and Maserati in Düsseldorf, where he became one of the defining marketing voices for these brands in Germany at the time. That phase also gave him his first direct contact with the Cars+Coffee movement — and the affinity for Italian cars that still shapes him today. Ferrari and Pagani have been at the center of what he himself seeks as a driver ever since.
Before DRIVTO, he established the Cars+Coffee stations across several German cities — an independent event series that at its most active phase connected more than 1,500 sportscar drivers across the DACH region. The DRIVTO driver community grew out of that base. His editorial focus sits on the pillars Cars Connect People (personal founder voice, driver stories) and State of the Scene (data-grounded market analyses, industry essays).
