Martin Whitmarsh is determined to see McLaren become the biggest brand name in Formula One.
In his 22 years working with McLaren, team principal Whitmarsh has never witnessed such a level of support as the Woking-based marque are currently enjoying.
Throughout the course of the British Grand Prix weekend, Whitmarsh was bowled over by the number of fans wearing McLaren T-shirts and caps.
Whitmarsh, though, has every intention of seeing McLaren supplant Ferrari as the sport's number one commercial name.
"My opinion is the biggest brand in Formula One today is Ferrari, which I acknowledge and accept," said Whitmarsh, who took over as team principal from Ron Dennis early last year.
"I think McLaren is the second biggest brand in Formula One by a reasonable margin from whoever is third.
"Of course Ferrari have 60 years of heritage and won lots of World Championships.
"Rather than me be jealous of it or pretend it's not there, it's much better to say they are fantastic.
"But we want to beat them one day. We won't catch them up overnight but we'd be silly to sit here and say we don't want to surpass the Ferrari brand.
"It might not be in my career, but in 10 years', 20 years' time why can't we be the biggest brand?
"Twenty years ago that would have sounded ridiculous to say, but I don't think it sounds so ridiculous now.
"Hopefully in 10 years' time it will sound even more realistic, and in 20 years' time we'll have done it.
"But I say that with the utmost affection and respect for Ferrari.
"I hope, incidentally, Ferrari give us a hard time. I'm sure they are saying 'We're the tops in terms of brand, and we are going to stay there."'
Whitmarsh appreciates, however, much of McLaren's appeal at present is due to the impact of F1's last two world champions in Lewis Hamilton and Jenson Button.
The 52-year-old admits he is "very fortunate" to have them in his team, describing the duo as "good-looking, successful, personable, pleasant."
Whitmarsh added: "I have never experienced in my 22 years in this team the feeling of support we are enjoying.
"I have to say it's largely down to the drivers, their performance in a car, but also their performance out of a car.
"They are both attractive personalities, honest human beings that I think people can relate to, and there is a tremendous feeling.
"We've had times when we've been performing well, winning races, easily winning Championships, but we have never felt the support that we've had this year, which is fantastic."
Whitmarsh believes what he witnessed at Silverstone was beyond what he has previously seen at Ferrari's home race at Monza.
"When I drove in on Friday morning I got stopped because they were letting people cross the road," recalled Whitmarsh.
"I was cursing that I was being held up, but then after a couple of minutes I realised 50 per cent of them were wearing a McLaren cap or McLaren shirt.
"I have never seen anything like that, not just with McLaren, not even in the Senna/Prost years.
"As I say I do have a lot of respect for Ferrari as a brand, as a race team and the people that run it.
"For years we have seen Ferrari merchandise everywhere around the world, or everywhere around the world in Formula One venues.
"But you've got to say there's considerably less now. Maybe I'm wrong, whereas we've grown.
"I try to be objective about it and not get all gooey-eyed, but it is just amazing."