Martin Whitmarsh has hailed the impact McLaren's founder continues to have on the team 40 years after his death.
New Zealander Bruce McLaren competed in 101 grands prix, initially starting out in F2 in 1958 before switching to Formula One with the factory Cooper team for the following season.
It was in 1963 he founded Bruce McLaren Motor Racing Ltd that has since evolved into the McLaren Group, forming his own grand prix team three years later and whose first race was in Monaco.
McLaren won four races, notably the 1968 Belgian Grand Prix with his own team, but it was in the Can-Am Series across the Atlantic where the marque was most successful, winning 20 of 23 races from 1967-69.
McLaren's racing career, however, was cut tragically short when he was killed in an accident on June 2, 1970, at the of just 32 while testing his latest Can-Am car at Goodwood.
But the team lived on after his death since when they have won 163 grands prix, 12 drivers' championships and eight constructors' titles.
Team principal Whitmarsh said: "Bruce made his name not only as a skilled and disciplined racing driver, but also as a pragmatic engineer with the inspiration, vision and determination to take on and beat the greatest teams in motorsport.
"It's an ethos that still holds true to this day, and one which Ron Dennis was careful to foster and promote when he assumed control of the team in 1980.
"Through Ron's guidance and stewardship, McLaren remains a company that is passionate about technology and engineering, and which is set apart by its keen sense of competition, attention to detail and desire to be the best.
"Bruce's values have seen us maintain a winning legacy throughout six decades of competition.
"They have rewarded us with victories in the Formula One world championship, the North American Can-Am series, the Indy 500, Formula 5000 and the Le Mans 24 Hours.
"Winning will always be central to the McLaren DNA.
"We are honoured to uphold the McLaren name, and for many millions of people around the world, the name McLaren is motor racing.
"There can be no greater testament to Bruce than that."
At the age 10, Lewis Hamilton told former team principal Ron Dennis he wanted to race for the team, initially joining them on a young-driver programme three years later before becoming world champion in 2008.
Hamilton said: "It's his name we carry with us, and I'm proud of his achievements and what he was able to do.
"That allowed Ron to continue the legacy, and it's pretty special what we have now, so I'm just extremely proud to be a part of it and to see his name live on."
Throughout the Turkish Grand Prix weekend McLaren displayed photos of Bruce's career on the giant screens inside their brand centre, as well as his most notable quote.
In his book 'From The Cockpit', and referring to the death of a team-mate, Timmy Mayer, McLaren effectively penned his own epitaph.
He wrote: "It would be a waste of life to do nothing with one's ability, for I feel that life is measured in achievement, not in years alone."