2. In general  Category: Premium luxury cars  Sector: Automobiles  Segment: Ultra premium luxury automobile segment  http://www.jaguar.com/be/nl/

3. Positioning: “A car full of performance, grace and luxury” Target audience: Rich businessmen and royal families USP: Premium luxury car with sport features and high performance

5. Brand image  “Jaguar: engineering a brand that combines luxurious sound with first- class handling Jaguar is known to handle like a dream, and at fast highway speeds, you hear only the quiet purr of the engine – not a glimmer of annoying road noise. Jaguar is one of the few vehicle brands associated with nothing but superlatives” -- http://www.lmsintl.com -- http://www.lmsintl.com/Jaguar-engineering- a-brand-that-combines-luxurious-sound-with- first-class-hnadlinghttp://www.lmsintl.com

6. SWOT- analysis  Strenghts: High quality Good distribution channels Nice and quality advertising  Weaknesses:  Little variety compared to other competitors. Criticized car design

7.  Opportunity: Hybrid models of luxury cars is still an untouched market  Threats: Strong competition (Porsch, Audi, Bentley, Mercedes Benz,…) Bad period in the premium cars segment Big financial investment

8. Slogans: “Born to perform” “unleash a Jaguar” “Dont dream it, drive it” “The art of performance” “Grace. Space. Pace.”