There is significant competition, but the company has a reasonable waiting list for the product. All production goes to UK buyers. There are no exports. The firm is a partnership between the two founders. They share responsibility and profits evenly.
Most costs are therefore direct costs.
A large proportion of the costs are labour costs as all cars are built by hand. Some advertising is done in the key car magazines. Increased competition is likely in the future as many of the major producers have begun to include sports cars in their standard range. These are much cheaper as they can benefit from economies of scale . The owners have not really needed to work at marketing as most is done by word of mouth and a good reputation.