McLaren honors New Zealand heritage with Remuera and Muriwai trademark filings

British supercar manufacturer McLaren is looking to its Aotearoa roots for the future of its brand, having recently filed trademark applications for two iconic Auckland place names. The company has applied to register 'Remuera' and 'Muriwai' with the UK Intellectual Property Office, as reported by Waatea News on Thursday. These filings draw a direct line back to the early life of legendary racing driver and company founder Bruce McLaren. The chosen names carry significant historical weight for the brand. Remuera was the location of the McLaren family service station run by Bruce’s parents, Les and Ruth McLaren, where he first honed his engineering skills. Muriwai, situated on the west coast of Auckland, marks the site where the motorsport icon began his competitive racing career as a teenager. While the applications were lodged in September, McLaren has yet to confirm exactly how the names will be utilized. The trademarking move coincides with a broader effort by the global brand to reconnect with its New Zealand whakapapa. Waatea News notes that McLaren’s recently unveiled wordmark was inspired by the original lettering found at the family’s Remuera service station. Furthermore, the company continues to feature the 'Speedy Kiwi' logo as a permanent tribute to its founder’s Aotearoa heritage. Industry speculation suggests the names could be destined for future high-performance vehicles, including a potential entry into the SUV market. However, no official production models have been confirmed by the manufacturer at this stage. Regardless of the final application, the filings serve as a high-profile acknowledgment of the brand’s origins. From the beaches of Muriwai to the international circuit, the move ensures that the Aotearoa connection remains central to the McLaren story as the company looks toward its next chapter of automotive development.