Caterham Cars SWOT Analysis, USP & Competitors

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SWOT Analysis of Caterham Cars with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Caterham Cars

Parent Company

Caterham Group/Lotus


Sports Cars



Tagline/ Slogan



Specialist in Light weight thus high power to weight ratio



For racing enthusiasts

Target Group

For racing enthusiasts who also like to tinker with their vehicles


Vehicle which engages the driver & is light weight

SWOT Analysis


1. They have been able to stay with the original positioning over the years
2. Track as well as well suited for street use
3. Classic design with futuristic technology
4. Pure track based vehicles like the SP/300R

5. High performance car which is also a performer in racing events


1. Due to low cost & low power (though low weight means high power to weight ratio) it has failed to attract the affluent who more engaged in track days
2. Its practice of selling vehicles in kit form does not appeal to all the group of people buying sports car
3. Brand is limited to smaller geography and isn't popular as a conventional car


1. Its new range of vehicles which it plans to launch like the SP/300R will attract new group of people which refrained from a Caterham since they had to build it
2. Emerging markets like India where race tracks & other similar infrastructure is on rise are geographical opportunities
3. They can further leverage the success of Lotus GP F1 team to enhance their brand


1. Increasing fuel prices
2. Macro-economic factors which are making people averse to spending esp. discretionary spend



1. Lotus

2. Ford

3. Honda

The table above concludes the Caterham Cars SWOT analysis along with its marketing and brand parameters.


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