There’s the automotive industry and there’s the fashion industry, but not always do these two worlds collide as boldly and as entertainingly as McLaren did with Emily in Paris. Since its release back in October 2020, Emily in Paris became a top of the chart Netflix show, with season 1 receiving 58 million streams within the first month of its release. As a fashion-focused series, it made sense for major fashion brands to dress the protagonist Emily (played by Lily Collins) and fellow characters with their clothing and accessories when the show came back for a second season. And finally this month, the Netflix series released its well awaited third season, with a heavier than ever load of product placement. To the surprise of many, the new season opened its doors to a wider range of products beyond the fashion world, giving a prime spot to British sports car manufacturer: McLaren Automotive.

McLaren As The Base Storyline for Season 3, Episode 6:

Purple McLaren Artura front 3/4
via Netflix

Here is a little back story on Emily in Paris. Emily is an American working in Paris, at a marketing agency that specialises in luxury brands. There, she manages her clients’ social media accounts and she pitches in ideas for new marketing campaigns.

In the sixth episode entitled “Ex-en-Provence,” her client is no other than McLaren, represented by a fictional McLaren Executive named “Tim Davies” (David Coburn). The McLaren storyline, which goes on for the entire 30-min episode, is about the promotion of a purple McLaren Artura during a “McLaren Experience” event. For the sake of the plot, the purple Artura is a special edition car named “Purple Edition,” limited to “a few hundred” models. The special event held in a lavender field in the South of France emphasizes the purple aesthetic that is present throughout the episode. At the end of the story, one of the characters buys the Artura, which Emily and her boyfriend Alfie (Lucien Laviscount) get to drive back to Paris.

McLaren Artura, A Recap

Rear shot of purple McLaren Artura
via Netflix

McLaren’s latest model, the Artura, is the marque’s first series-production hybrid. Its powertrain features a twin-turbo 3L V6, paired with an electric motor producing a combined output of 671 hp and 530 lb-ft of torque. The V6 itself delivers 577 hp and 431 lb-ft of torque. The electric motor delivers instant torque to enhance the Artura’s sharp response, helping the car reach a 0-62 in 3.0s. The Artura shows off softer lines and shapes in comparison to a sportier and leaner 720S for example. Both in terms of looks and specs, the Artura is a closer sibling to the 570S and 600LT, making it the perfect car to introduce to an audience that isn’t too familiar with the automotive world. The hybrid and fuel-efficient Artura is in a shade that appears to be MSO’s Lantana Purple, helping bring forward themes of luxury and sustainability in an appealing way to a fashion-forward audience.

Related: 10 Incredible Facts Gearheads Should Know About The New McLaren Artura

A Real Need For Good PR

Emily in Paris characters driving
via Netflix

It is no secret that McLaren received some backlash regarding the reliability of their cars and the handling of their customers, as discussed by YouTubers Sam ‘SeenThroughGlass’ and James ‘JayEmmOnCars’ in their respective podcast and video, which gathered over a million streams and views combined. In some worst cases, McLaren supercars and hypercars would unexpectedly catch fire, as seen on viral social media videos, which only aggravates McLaren’s reputation and financial struggles.

Originally revealed in February 2021, the Artura should have positively impacted McLaren’s sales and brand image, but due to the supply chain crisis caused by the pandemic and more reliability issues from the Artura during track tests, future owners are still waiting for their car to arrive. Needless to say, McLaren could make good use of an appearance in a fun and trending TV show.

Related: Real Reason McLarens Depreciate Badly, And Why Used Ones Are Great Bargains

Marketing The Artura As A Luxury Supercar

McLaren Artura display
via Netflix

McLaren appearances in movies are nothing new. In 2019, Fast & Furious Presents: Hobbs and Shaw featured a 720S driven by Jason Statham, and more recently, Disney’s series Star Wars: Andor used the McLaren Technology Center as one of their major filming locations. Though the idea of featuring a McLaren in a romantic comedy instead of another Fast & Furious movie might seem like an odd choice at first, it is a smart way for McLaren to get a new fresh start with an audience that knows little about the brand. The purple Artura not only blends into the storyline and into the episode’s idyllic lavender field, it also compliments the characters’ fashion. Throughout the story, both male and female characters appear on screen wearing purple dresses, shoes and suits, making the McLaren less of a foreign object, but one that resonates in the fashion and luxury world.

McLaren cleverly places hints at the Artura specs and at the rarity of this purple shade. It even gets a TopGear-like appearance at the end of the episode to give a clearer idea of the Artura’s performance, when Emily’s boyfriend drives off to Paris on twisty mountain roads. All in all, the British manufacturer benefits from a complete, beautifully executed 30-min commercial. And for those in the fashion audience that might wonder “who needs such a car anyway?” Here’s Antoine Lambert’s (William Abadie) answer, quoting Coco Chanel as he decides to purchase the showcased Artura: “luxury is a necessity that begins where necessity ends.”