Building the Jaguar S-Type
A Jaguar case study

Page 1: Introduction

The background to Jaguar provides a good example of entrepreneurship - identifying opportunities, creating a winning formula and responding to consumer needs to build a highly successful company. The Jaguar story is one of 'rags to riches'. In 1922, at the age of 20, a young motorcycle enthusiast called Bill Lyons met William Walmsley in Blackpool. Walmsley was building a stylish sidecar to attach...
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Page 2: Extending the Jaguar brand

Brands convey a lot of different meanings and characteristics for customers. The Jaguar brand is known world-wide and is a valuable asset in itself. Research and development into the Jaguar S-Type car identified a unique opportunity to extend the Jaguar brand. The Jaguar S-Type is Jaguar’s smaller, more affordable saloon car. It is an all-new four-door Sports saloon with outstanding exterior...
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Page 3: Building the Jaguar S-Type

The decision to build the Jaguar S-Type at Castle Bromwich is one of Jaguar’s most exciting achievements to date. It has involved the regeneration of a factory facility that used to build spitfires in World War II and currently part-builds other Jaguar models. The key difference of the Jaguar S-Type is that the entire car will be assembled at the Castle Bromwich facility. The Castle Bromwich...
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Page 4: Emphasis on quality

To build the new advanced manufacturing facility at Castle Bromwich, Jaguar engineers benchmarked over 30 major manufacturers around the world for equipment, technology and processes. Benchmarking involves making comparisons with the highest standards in the industry. In every case, the best was chosen for the required purposes. The selection of suppliers was just as rigorous and each supplier had...
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Page 5: Environmental considerations

The environmental management programme The Castle Bromwich development is heavily based on improving the environmental performance of the modern manufacturing industry. A few of the initiatives under the environmental management programme include: the regeneration of an old derelict brownfield site rather than using valuable green space energy management - a new gas-fired boiler house has...
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Page 6: Conclusion

This case study has shown briefly how one man identified and seized the opportunities which were available during the early years of car manufacturing, establishing the base from which the Jaguar of today has grown. Jaguar continues to evolve - improving manufacturing methods and environmental performance. It is extending its brand with the production of the Jaguar S-Type and is a key player in...
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