INTRODUCTION

Jaguar Cars is a British car manufacturing company. It is a luxury vehicle brand. It is a part of the Jaguar Land Rover, with its headquarters in Whitley, Coventry, England. The company became the part of Land Rover to become Jaguar Land Rover on January 01st, 2013. The company has the vision to earn a high prestige and value from its customers. It uses its designs and innovative techniques to drive a sense of high esteem, positive emotions, and great corporate bonding for its customers. It terms it as the most important aspect of the company’s success. The company is well known for its luxury sedans and sports cars.

The following article will discuss the historical background of the company, its marketing strategy, its facts and some of its famous designs. The article will also try to analyze how this brand can improve and move forward to lead the automobile industry in this competitive environment

HISTORICAL BACKGROUND OF JAGUAR

At present, the Indian builder Cans Tata Motors is the holding company of Jaguar since 2008. In 1922,  William Lyons established this company. During its almost 100 years of history, the company has introduced iconic designs of vehicles that have become the sole identity of the company. The company went through a historical struggle to become one of the leading car manufacturing company. This struggle includes certain achievements like:

1930-1999

In 1935, it introduced SS Jaguar 2.5l Saloon. This car was produced under the Swallow Sidecar name and was one of the most distinctive and beautiful cars of the pre-war era.

The company introduced XK120 in 1948. This iconic car created a lot of buzz and sensation. It had a vertically ribbed oval grille, becoming the signature of Jaguar in later years. This C-type masterpiece created history by winning a race in 1951.

In 1954, the company came up with a modified design. This time a D-type masterpiece having impressive air intake, the sweeping bonnet, the half-faired rear wheels, and the distinctive and stabilizing tailfin.

In 1951, the company achieved a milestone by introducing Mark I

In 1952, it introduced Mark II with a legendary straight-six engine in 2.4, 3.4, and 3.8 liters.

E-type came into limelight in 1961. This marked the redefined identity of Jaguar at the Geneva Motor show in 1961. It had a 3.8 litre straight-six engine and its success story was revived by the company again in 2014 to reflect its past historical achievement in front of its customers.

It introduced XJ13 -a car fitted with a V12 back in 1966.

In 1968, the company launched Jaguar XJ6.

In 1975, a V12 engine car was launched. It had a sports car look with new safety features.

1996 saw the debut of Jaguar XJ220. It was the fastest-selling sports car of Jaguar’s history.

SINCE 2000

In 2006, the company introduced The 2006 XK– the first new Jaguar of the millennium. It was elegant and had a redefined outlook.

It launched XF to replace the S-type and carrying an impressive engine power. The car also had a sports outlook with redefined elements of luxury, modern technology, and comfort.

The company launched a modified XJ model in 2010. It was the tenth iteration and improved the aspects of comfort, elegance, and style.

The company was sold to Tata motors in 2008.

The company introduced F-Type and E-type in 2012 and 2013.

It was merged with Land Rover to form Jaguar Land Rover Limited in 2013. This resulted in the formation of a single entity that can design, manufacture and sell vehicles for or both Jaguar and Land Rover.

In 2014, it launched the sports saloon car XE.

In 2016, it came up with SUV with a modified and enhanced features in F-Type.

The company revealed its first electric car in March 2018- Jaguar I-Pace, an electrical SUV.

BUSINESS MODEL OF JAGUAR

The business model of Jaguar is based on manufacturing its own cars and selling through third party dealers as well as directly to customers. It is currently focussed on producing electrical SUVs besides its sports cars. The vision of the company is to carry out a business model that facilitates innovation and sustainability for its future growth.

CURRENT BRAND IDENTITY OF JAGUAR

Due to certain stages of mergers and acquisitions, it has rebranded to keep its brand image and position with its target audience from Jaguar Land Rover to Jaguar Land Rover Classic. The aim is also to target luxury consumers who are contemporary, sophisticated, and daring, with brands loving nature. It also targets youth besides carrying out demographic segmentation for its brand identity.

The logo of the company was first introduced in 1945. It shows the symbol of “grace, elegance, performance, power, and the ambition to leap forward”.

MARKETING MIX OF JAGUAR

The company carries an innovative strategy for its marketing campaigns. It uses 4 Ps of marketing which include Product, Price, Place, and Promotion. These are explained below:

PRODUCT

It has been in car manufacturing business for over nine decades. Sports cars have been the prime identity of Jaguar till now but, for the last couple of years it has also offered:

Perfumes

Men’s Clothing

Glasses

Women’s clothing

Kids clothing

Toys

Wallets

Watches

Caps

Phone Cases

PRICE

For its cars, it charges premium or high prices. These cars have a starting price of  30000 GBP.

PLACE

Jaguar uses a value-based supply chain strategy for reaching its customers. Unlike its competitors, it has a very few distribution centers across the world. The company has selective showrooms in selective cosmopolitan cities of the world.

PROMOTION

Unlike other automobile companies, it is reluctant to spend a lot on its marketing campaigns. It promotes its products through:

Magazines

Billboards

Celebrity endorsements like:

David Backham

Tom Hiddleston

Nicholas Hoult

STATS

Founded: September 4, 1922, Blackpool, United Kingdom

Parent Company: Tata Motors

CEO: Ralph Speth

Headquarters: Whitley, Coventry, United Kingdom

Revenue: 24.214 GBP (2019)

FUTURE VISION

Jaguar has recently stepped into the manufacturing of electric SUVs. This has been a huge milestone in the automobile industry. The company is looking to reshape the automobile industry with the introduction of electric cars and it knows that many leading car manufacturing companies of the world are already doing the same to achieve competitive advantage. The introduction of Jaguar I-Pace, an electrical SUV in March 2018 by the company is one of the prime examples of this initiative. Many believe that the company is also eyeing to launch more electric cars in the near future.

CONCLUSION

Looking at the business model and the marketing strategy of Jaguar, it is advised that the company should penetrate into more markets. It should use aggressive marketing tactics. The use of digital media like Facebook, Twitter, Instagram, Youtube must be considered to create a strong brand image.

The company must streamline its sales and distribution process by studying its competitors’ business models. It also must realize that in the last couple of years, the world has witnessed rapid changes especially, there will be new customer preferences after COVID-19. The company must reach out to its customers through the website and it must also increase its footprint in emerging economies of the world.