Jaguar Land Rover: Adapting the original SUV & turning middle class Britishness into a business asset

Jaguar Land Rover has now reached five consecutive years of growth and the company now produces its own engines, has plants in Brazil and China and has brought the Jaguar range right up to date. However there are problems on the horizon, not least the issue of how to replace the iconic Land Rover Defender which has been on sale since 1948, but which will cease production in 2015.

Scope

Learn about JLR's history and what products have been key to its success.

See the details of the company's success and how the market has been changing.

Examine the business philosophy of the company and identify just what has been working for them.

Learn the expected tactics the company is deploying as it attempts to consolidate it's good business position.

Find out how strong the challenges are that it faces and what can be done to manage them.

Reasons to buy

What products does JLR make and which of these are the most successful and why?

Who owns JLR and why is doing well where other British manufacturers are failing?

What markets are supporting this success?

What products are we likely to see coming up for the company in the next three years?

Just how will JLR attempt to manage the challenges it faces?

Companies mentioned

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Table of Contents

OVERVIEW

Catalyst

Summary

HISTORY OF THE TWO COMPANIES THAT FORM JLR

Jaguar founded in 1922 has had a number of different owners

Jaguar has a long history of motor racing and a racing pedigree

The Land Rover was first released in 1948

Land Rover quickly became known as off-road specialists

JLR HAS TWEEKED ITS OFFERING EXPERTLY

The luxury SUV segment is commanded by JLR

Crossover growth was both an opportunity and a problem

JLR produced a highly successful crossover vehicle

The rationalization of the range into product families

The difficult third family is JLR’s key test

JLR SOLIDIFIES ITS IMAGE WITH SPONSORSHIP

Jaguar is one of the principle sponsors of the SKY team

JLR are sponsoring the Rugby World Cup 2015 in the UK

JLR sponsors sailing and equestrian events

THE BRITISH LINK IS KEY TO PERCEPTIONS

Connection with the British state is very useful for JLR

Super bowl advert attempted to push this image worldwide

The British element helps sales everywhere

FUTURE ISSUES FOR JLR TO NEGOTIATE

The Iconic Land Rover Defender’s sales figures have crashed

The Defender will be dropped from production in 2015

The next big Land Rover release is very likely to be electric

Jaguar is taking risks with the Jaguar XE and the F-Pace

CONCLUSIONS

JLR’s success has been largely due to astute decisions

JLR faces some big tests with its next product lines

APPENDIX

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