What does it mean, zero interest when you hear it on a commercial for buying a car, bedroom set of furniture, etc.
drive the two out of Windsor Castle as shown in Fig. 7. This robust publicity gives another reason for customers to choose the Jaguars over its competitors. Along with this, Jaguar markets its cars through other celebrities. In 2014 its British Villain storyline with Tom Hiddleston, Sir Ben Kingsley and Mark Strong [13] gave its followers an incentive to buy the same car as their idols. Furthermore, Jaguar offer some unique selling points such as its 10-day guarantee of promising to produce customers customised cars within 10 days. This is something other luxury car manufacturers do not offer and is compelling enough to attract new customers.
External and Internal Analysis
Threats
China’s performance should be Jaguar’s biggest concern. The fall in demand there is not helped by the fact that import tariffs for cars and parts for most vehicles were cut from 25% to 15% in July 2018 [14] to try and reduce trade tensions with the US. Apart from this move, it’s slow economic growth and depreciating currency have also contributed to the delay of consumer purchases. Moreover, the government demands for every manufacturer based in China to produce low-emission vehicles which adds to the unprecedent pressure on the automotive industry to deal with the shift to electric cars. For Jaguar who primarily produces diesel engines – this is a major challenge.
Likewise, the unpopularity of diesel poses a threat to the demands for Jaguars. It’s current electric hybrid the I-PACE is the only Jaguar not powered by a diesel or petrol engine making this a serious weakness. This corresponds to the fall of sales in China where customers who want to purchase electric models are limited to only one Jaguar.
