The luxury car segment is one of the most dynamic contributors of revenue growth in the global luxury goods market and is motivated by rising demand from increasingly wealthy buyers in emerging markets such as Brazil, India, the Middle East and China. In 2017, the luxury car market is estimated to have grown 6%. The positive of this means that Jaguar Land Rover will gain more brand awareness. Retail sales of 614,309 vehicles in the year until the end of March as went up by 1.7%. The Ford Motor Company is one of the largest car manufacturers in the world, which is why they are Jaguars main competitors. The vehicle industry is a huge concern in today’s world, because of that, other manufacturers can use pricing which greatly affects the profit margin that a company will see with its own vehicles. How consumers behave has a massive effect on how a company can operate. If a certain model that the company spent millions of pounds on producing is rejected, this could set the company back for years. Commodities like steel, oil and glass are needed in the construction of the composites that make up a car. Also, finished commodities that producers provide will have a great effect on a vehicle manufacturer. The global nature of the industry also means that the company also has to concern itself with fluctuations that occur in currency markets. If a currency’s value increases significantly for what the main company uses, then a car company could see its profits reduce significantly. All of these trends are important, but there has been one that far outweighs any others in the past three year. The global economy has been in a slight to moderate recession in most areas of the world, and in some places a serious recession has developed. In the United States, two of the world’s largest vehicle makers such as General Motors and Chrysler. These companies had to be provided with government funds so that they would not have to declare bankruptcy. Other manufacturers around the globe were in seriou>