3) is recorded as the fastest selling Jaguar ever as its first SUV whilst the I-PACE (Fig.4) was introduced as Jaguars first electric hybrid model in the second half of 2018. Under the lifestyle category, the F-PACE car (Fig. 2), XF Sportbrake and XJ vehicle types under the premium category are powered by the same engines. Under its sports category, the company offers the petrol or diesel-powered F-TYPE as shown in Fig. In addition, nine out of ten of their vehicles are petrol or diesel powered as its plans to implement all-electric engines will begin to take place in 2020.

The prices of the products range from £28,930 (E-PACE car) to £64,495 (I-PACE model). The Jaguar brand offers luxurious premium all-wheel-drive vehicles which are categorised under: Sports, Premium and Lifestyle. Despite threats of low demand and other threats from competitors, Jaguar has yearly shown strong focus on research and development ready for future competition and is still known for being one of the strongest automotive manufactures in the UK. The company is well known for its luxury sedans, its sports cars and lately for its decisions in cutting down on its workforce.

Jaguar is one of the leading manufacturers of premium luxury cars in the automotive industry owned by the Indian automobile manufacturer Tata Motors Ltd. However, conducting the analysis found this to be wrong to a small extent and is of particular importance for the future performance of the company. Moreover, its limited range would not aide the manufacturer during this difficult time.

The prediction was that the company’s performance in these recent months would decline due to external political and economic threats. It must be considered however, that these statistics include those of Land Rover, therefore, there is no doubt that the combined performances of the two would result in higher profits. Likewise, Jaguar Land Rover has increased its revenue from £24.3bn to £25.8bn and total investment spending from £3.4bn to £4.2bn in FY2016/17 and FY2017/18 respectively. In the FY2018, Jaguar retailed 174,560 vehicles which accounted for 28.4% of total unit sales. The company’s performance over the previous years has been successful with their profitability ratios and sales constantly increasing. The major objective of the report is to analyse the current performance of the premium car brand, Jaguar.

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