Automaker McLaren will invest as much as $1 billion in developing and marketing an array of sports cars to lure car-fans away from the Ferrari and Lamborghini super cars.

In an interview, McLaren Automotive’s Managing Director Antony Sheriff said that the company would build up its product line-up by introducing as many as 13 models and variants in the next few years.

The company has plans to open a total of 35 dealerships worldwide by the end of this year. McLaren’s first dealership has already been opened in London’s One Hyde Park.

Speaking at the Hyde Park London shop opening, McLaren Executive Chairman Ron Dennis said, “I see it as a fantastic challenge to come to the market with a new brand.”

McLaren’s other dealerships in the UK will be opened in Birmingham and Manchester. A number of other European countries, including France, Belgium, Germany, Italy, Spain and Switzerland, will also house McLaren dealerships.

The U. S., the world’s biggest market for luxury cars, will house nine new McLaren dealerships. In Asia Pacific, McLaren will open its dealerships in Singapore, Hong Kong, Tokyo, Osaka and Sydney.

Meanwhile, Executive Chairman Dennis announced that he wanted to sell as much as 47 per cent of McLaren Automotive by this year’s end to hack debt-pile.