Jaguar - Luxury Market

8/7/2019 Jaguar - Luxury Market

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A brand in decline

Caroline ETIENNEChristophe FUTINPauline GELINEAU

MO2


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Beginning of the '40s, it denoted a large, exclusivevehicle that was ear-marked for the rich and famous.

Several began on the market. The bigger were :

PACKARD : Modest motto of what was arguably the most popularluxury car in America before World War II. Although it made veryluxurious cars that carried factory-built bodies, the cars that were themost noteworthy carried bodywork by the most famous body buildersof the day. But it failed in the 50s.

PEERLESS : Always in a weak cash position, Peerless was one of theearliest automotive victims of the stock market crash of '28 and the last

of them was delivered to a customer in June of '31.

PIERCE ARROW: The three most prestigious American luxury carsstarted with the letter P; Packard, Peerless and Pierce-Arrow. Pierce-Arrow became firmly established as a luxury brand, its cars were theconveyances of the rich and powerful: a '17 Pierce-Arrow was the

White House limousine of President Wilson.


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- MARMON : Always innovative, the Marmon line progressedfrom being powered by relatively small, air-cooled V-twinengines, to its huge 490 cubic-inch V16 of '31. Failed 1933.

- DUESENBERG : Fred and August Duesenberg built what manyconsider the finest American autos of all time. Create a road-going

cars.

- ROLLS-ROYCE : It was advertised as being built here by Britishmechanics under British supervision for snob appeal but it truth,there was a Yank or two in the assembly plant. The Depression

killed the American Rolls-Royce and by then, if you were richenough for a Rolls, you wanted the "real thing.

Many of these luxury cars company failed

and whatsJaguar fate ?


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http://www.brandchannel.com/images/papers/Luxury_marketing_in_Indian_final.pdfSource :


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"It's about emotionalconnections that people can

make with a brand and how itmakes you feel,"

There's more to luxury cars thanprestige. Premium cars offer the

most advanced safety option sandbest entertainment technology on

the market, not to mention some ofthe plushets interiors and most

options for customization.

"I think [luxury automakers] haveto differentiate with something

that is really, truly functional orsafety-oriented,"

Says Jake Fisher, seniorautomotive engineer from

Consumer Reports

Researchers at ConsumerReports may not put any stock in

brand names, but anyoneconcerned with keeping up with

the Joneses does.

"I think that in the bad times,people go to authentic and

credible brands,"

http://www.forbes.com/2009/02/27/luxury-expensive-cars-lifestyle-vehicles_luxury_cars.html

Forty-four percent of the vehicleschosen as top safety picks by theInsurance Institute for Highway

Safety have an estimated base

price of at least $30,000.

Source :


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C

Co

M

F

R

L

FRANCE CAR MARKET 2009

By growth % and percentage of total sales

City cars (38; +57)

Compact (35; -9)

Family cars(11; -10)

Minispace (10;+19)

Road cars (5; -25)

Luxury cars

(0,5; -21)

Total growth1rst semester 2009 %

Size%

Source : Turbo.fr


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0

50 000

100 000

150 000

200 000

250 000

300 000

350 000

Sales 2008

Sales 2009

MARKET SHARES

Luxury carsCity cars

Minispaces

Road cars

Compacts

Family cars

SALES FRMARKET

[NB : These graphs are only true for the firstsemester of 2009 and last one of 2008 because wedidnt find statistics available per year for eachsegment but only for each brand. In order tocreate these graph, we added each brand sales foreach segment in order to have general statistics

ex : http://www.turbo.fr/actualite-automobile/362128-top-ventes-1er-semestre-2010-familiales/]

Thanks to the government prime, the frenchcars market managed to pass trough theeconomic crisis. The sales of the first semesterof 2009 was indeed better than the last one of

2008. This is explained by the sales increaseof the compact and city cars.

Without any surprise, Luxury cars positionon this graph (smallest size of overall carscategories with 0,5% and of the second worsegrowth with -21% over the last semester of2008) is the smallest cars category market

share.

This size is partly explained by two factors :- the fact that for most consumers, these carsremain an inaccessible dream because theyare extremely expansive.- And because they are extremely expansive,luxury cars manufacturers sell only a few

cars per year compare to the others segment(City cars and Compact).


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Segments Ventes PDM Croissance

Luxury cars 1 874 0,42% -21,36%

City cars 170 734 37,82% 57,10%

Minispace 46 098 10,21% 19,42%

Road cars 20 989 4,64% -25,27%

Compacts 160 099 35,47% -8,96%

Family cars 51 636 11,44% -10,21%

TOTAL 451 430 100,00% +21,91%


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Rolls Royce brand is endorsed by the reputation of the Rolls Royce brand: the logois the heritage, and the quality is superior;

The brand uses codes. Rolls Royce have often been used in popular culture. RollsRoyce have a club.

Our customers are a diverse mix of celebrities, stars, captains of industry, heads ofstate, sports personalities and young vibrant entrepreneurs.

Contextual Intrinsic Associative

PedigreeBrands

QualityBrands

EndorsesBrands

OriginBrands

PromisedBrands

PersonalityBrands

Relation

CategorySpecific

Categorytranscendent


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STRONG BRANDHERITAGE

PASSION & RELATIONSHIPVALUE

EXPERTISE

STRONG BRAND IMAGE

A BRAND THEN A CAR

The brand name is so

strong, the logo looksspecial.

Rolls Royce in itself is the Ultimateicon representing a person status The Spirit of Exctasis

Rolls Royce for comfort The Phantom has succeed in hismission to make sure Rolls Royce

Rolls Royce is one of the few brand that doesnot require ownership for one to feel passionately

about the brand and what it represents

Rolls Royce prospere formore than 100 years

Charles Rolls & Henri Royce


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In this chocking ad, the brand and the CEO ofBentley would give an answer to BMW andAudi with their aggressive ads congratulationto BMW/Audi for winning World car of theyear .


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Founded by Walter Owen Bentley and his brother.

Bought a french car company and Bentley Motors was born in England in1919.

1921 : 1ST model, the rapid "3-litre" Bentley.

The current Bentley lineup is composed a strong mix of coupes andsedans.

Rolls-Royce acquired Bentley secretly so much so that the true identity ofthe purchaser was only disclosed after the sale.

The logo represents a B for Bentley. The two-winged refers to theaeronotic economy activity during the 1st World War.


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Bentley is one of the premier luxury car companies in the world. Thebrand racing success at Le Mans earned the Bentley motorcars statusamong British sports car enthusiasts.

Today the Bentley reputation has recaptured much of the originalpassion for beauty and performance that originally defined theirvehicles.

In 2002, Bentley presented an official State Limousine to QueenElizabeth to mark the Golden Jubilee.

Contextual Intrinsic AssociativeRelation

PedigreeBrands

QualityBrands

EndorsesBrands

CategorySpecific

OriginBrands

PromisedBrands

PersonalityBrands



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Bentley coupes and sedans are

mostly hand-assembled in GreatBritain at the manufacturer's state-

of-the-art Crewe factory.

modern Bentley coupes and

sedans are powered by aseries of surprisinglymuscular engines.

The most potent models are

motivated by a turbocharged

12-cylinder engine thatgenerates more than 600horsepower.

The launch of the 2011 Bentley

Continental SupersportsConvertible - a variant of theSupersports coupe

POTANT CARENGLISH TRADITION

INNOVATIVE

ORIGINAL CAR

SPORT DESIGN CARIN THE CLASSICAL

DESIGN CAR


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Bayerische Motoren Werke AG (BMW), is a German automobile;

Founded in 1916, as a maker of airplane engines and branched out intomotorcycles seven years later.

Started making automobiles in 1928.

The logo represents a stylish prop with the Bavarian color (blue and white)

3 kind of automobiles :

New class;

Current model; BMW Models (The 2010 X5 and X 6-based M vehicles)

Unique characteristics

New Class model


Current model


BMW M model

a fully independent suspension,MasPherson strusts in front, andfront disc brakes.

the New Class line was broadenedto two-door sports sedans with theaddition of the 02 Series 1600 and2002 in 1966

Typically, BMW introduces many oftheir innovations first in the 7 Series,such as the somewhatcontroversial I Drive system. The 7Series Hydrogen, featuring one ofthe world's first hydrogen fueledinternal combustion engines, isfueled by liquid hydrogen and emitsonly clean water vapor.

an entirely new market for

BMW: a race-ready production

vehicle.


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The BMW brand is endorsed by the reputation of the BMW brand: its historyof being the second luxury cars in Germany, the colour (blue and white) arethe bavarian heritage, and the quality is superior

BMW is the only manufacturer to receive three awards in the 2009 round ofKelley Blue Book's annual Brand Image Awards, scoring for "Coolest Brand,""Best Performance Brand," and "Best Exterior Design Brand - Luxury."


PedigreeBrands

QualityBrands

EndorsesBrands

OriginBrands

PromisedBrands

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Relation

CategorySpecific



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TRADITIONAL CAR

SAFETY

GERMAN HERITAGEGERMAN QUALITY

STRONG STORY


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Mercedes-Benz is a German manufacturer

Created in 1886 by Carl Benz and Gottlieb Daimler with the

first gasoline powered car, a tri-wheeler

The first Mercedes automobile was marketed in 1901

The logo represented ground, water and air


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The Mercedes brand has a strong image because it is one of the first car in the World.It inspires strong, safety and security due to the German country manufacturer thatinspires safety.

The Mercedes brand has consistently been known for luxury, premium pricing,cutting edge technology and superior quality.

This acoustic trademark is a perfect fit for Mercedes-Benz it is emotional,elegant, and unmistakably associated with our brand.

Mercedes-Benz Style will perform commissioned work as well as offer designlicenses, which will give a manufacturer the right to use the styling.

A New Era in Fashion Begins With Mercedes-Benz Fashion Week's Move to Lincoln

Center.

Contextual Intrinsic AssociativeRelation

PedigreeBrands QualityBrands EndorsesBrandsCategorySpecific

OriginBrands

PromisedBrands

PersonalityBrands



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On January 29th 1886, Karl Benz was grantedGerman patent number 37435 for his invention, thePatent-Motorwagen, recognised today as the first

automobile.

Fashion week

A model year change is not

always a facelift. Facelifts occuronce or twice in a vehicles

lifecycle and involve moreextensive enrichments,

FASHION

GERMANHERITAGE

INNOVATIVE

THE ORIGINAL CAR


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Created in 1914 by the two Maserati brother

Origin : Bologna in Italy

Belong to the Fiat Group

Emblem history : A trident inspired of the Statue of Neptune that

rises on the largest square in Bologna

The 2 brother started to create their car in order to take part todifferent car competition


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Excellence through passion : Their expertise comes from their

passion for racing.

The manufacturing process of Maserati

Qualities


PedigreeBrands

QualityBrands

EndorsesBrands

Relation

CategorySpecific

OriginBrands

PromisedBrands

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Race inspire luxury

A Gran Tourismo with asuperb inside and outside

design : dynamic, eleganceand luxury.

Excellence through passion

UNIQUE

PASSION

ITALIAN

STYLE

ABSOLUTE PLEASUREAND PERFORMANCE


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The Porsche Principle is our Magna Carta. It is based on values and

philosophies that together create our added value.

Founded in 1931 by Ferdinand Porsche

Origin : Stuttgart, in Germany

Porsche's company logo was based on the coat of arms of Free

People's State of Wrttemberg of former Weimar Germany

Initially, the company offered motor vehicle development work andconsulting, but did not build any cars under its own name.

Designed the first Volkswagen in 1938 : Beetle Launched the first Porsche in 1939 : Porsche 64

Claims to have the highest profit per unit sold of any car company inthe world.

Source : Wikipedia and Porsche website


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Qualities


PedigreeBrands

QualityBrands

EndorsesBrands

Relation

CategorySpecific

OriginBrands PromisedBrands PersonalityBrandsCategorytranscendent

Germany is one of the leading motorsports countries in the world. Withthe Made in Germany cachet, and because of it

Porsche was awarded the 2006, 2009, and 2010 J.D. Power and Associatesaward for the highest-ranked nameplate in its Initial Quality Study (IQS) ofautomobile brands.

In a May 2006 survey, Porsche was awarded the title of the most

prestigious automobile brand by Luxury Institute, New YorkSource : Wikipedia and Porsche website


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Designed the first beetle and has formany years offered consultancy servicesto various other car manufacturers.

We never forget our origins. And

they are rooted in motorsport, where

we have written history on the track.We concentrate on what we do best:building sports cars.

A Porsche is indeed an individual caras is, but it can be even more individual.

When it comes to personalisation, we

simply have unlimited idea.

PERSONALISATION

DESIGN

BRAND HERITAGE


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The history of Ferrari begins with the dream of a great man, EnzoFerrari, and a charismatic emblem, the Prancing Horse.

Founded by Enzo Ferrari in 1929 as Scuderia Ferrari

Started production of street-legal vehicles as FerrariS.p.A. in 1947

Origin : Maranello, in italy

The famous symbol of the Ferrari race team is theCavallino Rampante ("prancing horse") black prancingstallion on a yellow shield, usually with the letters S F(for Scuderia Ferrari), with three stripes of green, whiteand red (the Italian national colors) at the top.

Ferrari's first vehicle was the 125 S sports/racingmodel.

Source : Wikipedia and Ferrari website


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Qualities


PedigreeBrands

QualityBrands

EndorsesBrands

Relation

CategorySpecific

OriginBrands

PromisedBrands

PersonalityBrands


Italian Scuderia Ferrari is the oldest surviving team in Grand Prix racing, havingcompeted since 1948, and statistically the most successful Formula One team in

history with a record of 15 drivers' championships

Unlike many similar yet independent companies, Fiat Group-owned Ferraricontinued to thrive after the death of its charismatic founder and is today one of themost successful sports car companies in the world.

Between 1996 to 2004, Schumacher became the face of Ferrari, as well in racing as ageneral brand image.


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STRONG BRAND IMAGEFerrari lives its brand-through anemphasis on story-telling and an

expectation that its legend is knownby all its audiences

FAMOUS Many celebrities used Ferraris cars, as for

example Tony Curtis, James Bond, Crhis Rea,Don Jonhson

EMOTIONSThere are only a few sports car

brands on the planet that stiremotions

Source : Living the brand and marketing

EXPERTISEInnovation and technology are keydrivers behind every product


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WhyThere's more to luxury cars thanprestige. Premium cars offer the

most advanced safety option sandbest entertainment technology on

the market, not to mention some ofthe plushets interiors and most

options for customization.

HowPromoted in pop culture with

celebrities endorsing the luxurybrand cars. For exemple the

Royal British family used a RollsRoys, movies (Aston Martin

withJames Bond), thedifferent cars show.

WhereThe luxury cars are sold inemergent countries and rich

countries, also in a few luxuryautomobiles concessions

Who

It depends on the countries but generaly, theluxury cars target the mid-age people (35 to50 years old).


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THE

FAMILY MAN

Sensitive to thecomfort of his

family

Loves his family

but he still

looking for its

own pleasure

Combines

practicality and

design

Price sensitivity

Dynamic and

strong lifestyle

Belonging to a

group

membership

Attachimportance to

quality and

comfort

Lack of price

sensitivity

Very sensitive to

the carperformance

Above all, its a

pleasure

Carperformance &

reputation

Lack of price

sensitivity

Strongimportance of

social proof

A way to show

off

Wants many

accessories andinnovative

technologies

Not sensitive to

the price

Wants to lookdynamic

Culmination of a

lifetime : the

dream becomes

true

Confort,performance and

original design

Not sensitive to

the price

THE

NEW RICHMAN

THE

BUISNESSMAN

THE

PASSIONATETHE

SENIORS


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Created in 1922 by Bill Lyons and William Walmsley, in Blackpool;


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Today the headquartered is in Whitley;

They originaly make motorcycle sidecars before evolving into passenger cars.

Jaguar was founded Swallow Sidecar company

In may 1927, they firstly diversified by taking an existing car and bodying with the Austin

Seven. the Austins were cheap and easy to run, but Lyons believed that it would also

appeal to a lot of people if it had a more luxurious and attractive body.

The Austin Swallow was followed in 1928 by the Austin Seven Swallow Saloon. This car

looks much more expensive. Jaguar is a British luxury car manufacturer, headquartered in Whitley, Coventry, England.

It is a wholly owned subsidiary of the Indian company Tata Motors Ltd.

Jaguar made its name by producing a series of extremely eye-catching sports cars

Jaguar has, in recent years, manufactured cars for the Prime Minister.

The most recent delivery being of a XJ model on 11 May 2010.

Source : http://www.jaguar-enthusiasts.org.uk/jaguar-history.html


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1929 : three new Swallow models appeared for the first time. These were based on the

existing Standard Big Nine.

1931 - 1935 : S.S.1 coup cars

By the end of 1934 the company was producing about 1800 cars .

1945 : SS image was tarnished by the World War II with the Schutzstaffel in Nazi

GermanyApril 1945, SS Cars became Jaguar Cars.

1948 : Jaguar announced its first new post-war, stop-gap model (MarkVII) + Jaguars

new sports car: the XK120

Jaguar's sales slogan for years was "Grace, Space, Pace": a mantra epitomised by the

record sales achieved by the MK VII, IX, Mks I and II saloons and later the XJ6.

Source : http://www.jaguar-enthusiasts.org.uk/jaguar-history.html


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1951, 53, 55, 56 , 57 : Won Le Mans 24 hours race

1966 : Jaguar merge with the British Motor Corporation;

1968 : Merger with Leyland, the company became the British Leyland Motor

Corporation. Financial difficulties and the publication of the Ryder Report led to

effective nationalisation in 1975 and the company became British Leyland.

1989 : The Ford Motor Company made offers to the US and UK Jaguar shareholders

to buy their

2008 : Ford sell Jaguar to Tata Motors;

From 1995 to 2008 : Introduction of Jaguar XF- XJ- XF car model is (a luxury grand

tourer that was introduced in 2006)

2010 : Introduction of the CX75

Source : http://en.wikipedia.org/wiki/Jaguar_Cars

O i i ll th S ll Sid


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Originally the Swallow SidecarCompany,Jaguar gained its new name in 1945, thoughwhy this particular animal was chosen is uncertain

(though it makes a much better hood ornament than aswallow...). It's thought the leaping jaguar is meant torepresent the speed, power, and quickness of the cars.

Source : http://www.signselectric.co.uk/work/car%20logo%20history.html


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So why has Ford failed to turn its top-shelf brand into a consistentmoneymaker? Factory efficiency and quality are much improvedat Jaguar. But there have been some epic stumbles, not least the

rollout of the X-Type compact, a poorly executed entry-levelluxury car known as the Baby Jag that turned off Jag loyalists.

Add in an overly ambitious expansion, stale styling, and one-size-fits-all marketing, and it's easy to see why Jag had to discountheavily to hit its global sales target of 125,000 in '04.

Jaguars are meant to be drivenas well as admired, and there is

nothing quite so sad in myview as a Jaguar that never sees

the open road. The more youuse them, the better they run.

The British icon tarnished by more physical

ailments than a room full of octogenarians beforebeing acquired for $2.5 billion in 1989 by a flushFord was sold to fill coffers depleted in part bywhat it spent to fix Jag's mechanical ills.

Sources : http://www.cars.com/jaguar/xf/2009/reviews/?revid=53342http://www.topgear.com/uk/jaguar/xk/road-test/r

Jim Mateja

It also feels slightly sharper to drive. The brakes are stilla bit soft for my liking, but the way the XKR turns into

a corner is seriously accurate.

Piers Ward


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First class &


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BrochuresInteractive unit

Business card dropScreensavers

Mega 96$

Digital Screens

First class &Business Lounge Domination using ads


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Research Design Production Distribution Sale

Customer Needs

Competitor

Products

Business

Environment

Key design

elements

Stories of

Substance

Announcement

Communication

Materials

Teaser

Campaigns

Launch

Events

Volume

Planning

National

Marketing

Campaigns

Brand

Partnerships

After Sales

Customer

Loyalty

Programmes

CRM


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Ford acquired Jaguar in 1989 but their culture of company was too different.


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q g p y

They are loosing money since 2001. In 2006, the sales dropped by 10% in first half of the yearcompared to the previous year. The sales of cars are also in freefall, during the first six-monthperiod of 2006.41 000 cars were sold against 118,000 in 2004.

The equipment look like too much to those of its top-of-the-range competitors which are notluxury.

Jaguar does not profit from a reputation of reliable cars

Contrary to its competitors belonging to the sector of the luxury, Jaguar did not develop anypartnership with a mark of haute couture (Lamborghini and Versace).

Ford made a huge mistake basing the X-Type on the mass market Ford Mondeo, whichcheapened the brand

Ford bungled Jag's marketing by adopting a mass-market approach for the luxury-niche brand

design studio has to style cars with the sinuous, feline grace that defines the brand, while makingsure new offerings look fresh. There is too much traditionalism and no revolutionary design.

Jag's flagship model, are suffering because it looked too much like the old one; buyers who shellout $70,000 want everyone to see that they have a new Jag

Most people know the Jaguar brand, but if you ask them what their car lines are, they would behard-pressed to name them

Sources: Diagnostic stratgique de la marque d'automobile de luxe Jaguar ; The Care And Feeding Of Jaguar ; Jaguar's Marketing VP

Dishes On Strategy by Karl Greenberg


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TheJaguars car are endorsed by the English history. Moreover the endorsement ismade by the differents high profile events;

Jaguar owner brand of Elle Macpherson, Jean-Michel Jarre, Matthew Williamson, KateWinslet

Criticism :

Jaguar is perceived as a bad quality car and this fact affect the brand image Jaguarsfell by 10% last year to 18,234 units and in the first five months of this year they aredown again by 7%. Lawton answered this by saying that losses were as a result of theX-Type no longer being manufactured last year and this year the previous XJ rangeceased production and the new models are only just going on sale. (Damian Lawton,product manager for Jaguar UK)


PedigreeBrands

QualityBrands

EndorsesBrands

OriginBrands

PromisedBrands

PersonalityBrands

Relation

CategorySpecific


Source : http://www.girlracer.co.uk/motoring/road-tests/5613-jaguar-75-years-and-still-looking-forward.html


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BAD BRAND IMAGE

the name "Jaguar" is worthless,

especially after paying over 50,000and now getting stuck with a repairthat will cost me over 6,500.

Read more:http://www.consumeraffairs.com/automotive/jaguar.html#ixzz17oszgGiD

http://www.cars.com/jaguar/xjr/1995/reviews/http://www.businessweek.com/magazine/content/04_40/b3902056_mz011.htm

A CAR WITH TOO MUCH PROBLEM

I have encountered a series ofmechanical and technical problems,but the service has been less thanstellar.

NO STYLISH DESIGN

BAD MARKETING STRATEGY

Better products and an appealing

marketing strategy should helpJaguar cut back on the cheap salesgimmicks that have tarnished itsimage.

THE X-TYPE CAR IS BASED

ON MASS MARKETSEGMENT

Ford made a huge mistake

basing the X-Type on the massmarket Ford Mondeo, which

cheapened the brand.

Its design studio has to style cars with the sinuous,

feline grace that defines the brand


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History of culture


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History of culture

Image of luxury

Re-entry into international car races (LeMans)

Upgraded distribution channels

A powerful logo : speed, power Everybody knows

the Jaguar logo

The new acquisition by Tata Motors : If they run thebrands as a British company and invest properly innew product, it will be successful because they are stillattractive brands.- Charles Hughes, Founder, BrandRules LLC, in 2008.


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Brand Salience and awarness

Brandperformance

Brand image

Consumerjugement

Consumerfeeling

Brandresonance

Luxurious, seductive, sportive and innovating

High degree of exellence,comfort, speed and beauty

PRODUCT CORE COMMUNICATIONCORE

To feel like a unique person, a lifestyleexperience

Felin look, powerfull andgracious like a jaguar

Aggressive, high speed, pleasure

FEATURES AND BENEFITSIMAGENERY AND ATTRIBUTES


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Brand

core

Communication CoreProduct Core

Awasome car, lookfasten

core pillars of design,performance and

luxury

Speed andbeauty

Looks like a felin

Clients who seeks fora good car

Autosports car

Ecofriendlyresponsible

Unique car


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We think that Jaguar shouldenter India market since people


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WHY WHERE

FORWHOM

AGAINSTWHOM

In order to help Jaguar to regainits past glory, and show peoplethat Jaguars cars are style luxury.

enter India market since peopleare becoming more and moreeducate.In big cities because people whowants to drive luxury cars wants

to drive it in front of otherpeople.

35-40 years from the earlier age of50 : Young entreneurs andprofessional from various fields.

BMW, Mercedes, Maserati,Rolls Royce


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Characteristics that a Jaguar car should have :


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J g

Comfort

Engine performance

Space

Short or long traject

Personalization

Security

Quality

Fuel consumption

Design

Technology

Drive pleasure

- +

They need to higher their price in order to justify their new higher luxury positioning.


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y g p j y g y p g

So we recommend a skimming pricing. Even though sales will likely be modest withskimming, the profit margin will be better.

Compare to its current competitors, Jaguar offers new cars with a lower price. Theycould be assimilated to be on the mass market and loose their selective and uniqueattributes.

Examples of current pricing :

Jaguar :2010 Jaguar XJ-Series : Base Price: $71,650

Competitors :

2009 Aston Martin DB9 : Base Price: $186,450

2009 Bentley Azure : Base Price: $334,990

2009 Ferrari 430 : Base Price: $286,968

2009 Porsche 911 : Base Price: $76,300

2009 Maserati Quattroporte : Base Price: $122,300

Source : http://www.carprice.com/new-cars

Create a special members cards


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C eate a spec a e be s ca dsfor Jaguar cars owners only

Clients could have access to manyluxury shops (luxury partners brand),

Special private reception and thepossibility to invite somebody,

VIP access to showrooms new car test

Professional magazine for seniorexecutive

Broadcasting brochures anddocumentation in airplanesparticulary in class affairs

(ex: British Airway)


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India : There are clear indications from the current market scenario that luxury carmarket in India is bound to grow. Last year Rolls Royces Phantom, a sublime

luxury masterpiece was priced around 4 crores and 35 cars were sold. In the lateDecember 2009, Rolls Royce launched its new model GHOST which is expected tobe even highly priced and will receive more orders.

China :Chinas luxury car market consists of Audi, Cadillac, Mercedes-Benz, BMW, Lexus,Porsche and Volvo. These automakers have benefited in the increase of market tomore than 45 percent in just one year. The remarkable market growth has occurredin the early part of 2004 to the later part of 2005.

USA :They need to consolidate the market.

Sources :

http://www.buzzle.com/articles/110003.htmlhttp://www.youthkiawaaz.com/2010/01/the-booming-luxury-car-market-in-india/


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Jaguar is seen at first as a luxury car, thatmakes you want to drive. You fall in love iththe brand.

Own a Jag: be a part of the fast-paced life of the

fashion model.

But the rest are all there, flashing through the

spinning tines of the Jaguar tire, eerilyreminiscent of a hypnotist's wheel.

Source : http://www.flakmag.com/tv/jaguar.html

New From JaguarThe English-born Jaguar once epitomized class. The British upperl t b t Th J XK' t t d i


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class, to be exact. The Jaguar XK's most recent ad campaign,however, is a major brand reorientation. The Jaguar is still being soldas something uppity. Only now, it's uppity with an American spin,realigning the fancy car with the American upper class: celebrity.

At first glance, the new Jaguar XK campaign makes you want todrive, own, and make love to a Jaguar. It's smart, it's sexy and itinvolves partial nudity. On second glance, the ad is downright sinister.The spot begins with a series of black and white images flashingacross the screen, accented by featured colored objects. Overlappingwords and close shots of individual vehicle features make the ad

resemble a moving collage. Some of the images move, but the bulkof them are single frame stills put together like aflipbook. Spoon chant the chorus of "I Turn My Camera On" in thebackground and the Jaguar XK moves from the road to the side of abright blue pool, where a robust model in aviators lets a wet, bikini-clad woman into the passenger seat, directly from the water. Theletters XK and other undecipherable script flash across the screen ina frantic flurry. Behind, men rush around the Jaguar and a helicopterrises in the background. Finally, in a surreal climax, the face of awoman laughing in ecstasy or screaming in agony appears suddenlybehind a spinning Jaguar wheel. Then the screen goes black and only

the three white words remain: "New from Jaguar."


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http://www.turbo.fr/actualite-automobile/362128-top-ventes-1er-semestre-2010-familiales/ ]http://www.businessweek.com/magazine/content/04_40/b3902056_mz011.htm


http://www.flakmag.com/tv/jaguar.html

http://www.carprice.com/new-cars

http://www.consumeraffairs.com/automotive/jaguar.html#ixzz17oszgGiDhttp://www.cars.com/jaguar/xjr/1995/reviews/http://www.businessweek.com/magazine/content/04_40/b3902056_mz011.htm

http://www.girlracer.co.uk/motoring/road-tests/5613-jaguar-75-years-and-still-looking-forward.html

http://www.cars.com/jaguar/xf/2009/reviews/?revid=53342http://www.topgear.com/uk/jaguar/xk/road-test/r

http://www.signselectric.co.uk/work/car%20logo%20history.html

http://en.wikipedia.org/wiki/Jaguar_Cars

http://www.jaguar-enthusiasts.org.uk/jaguar-history.html


http://www.brandchannel.com/images/papers/Luxury_marketing_in_Indian_final.pdf

Jaguar - Luxury Market

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