Jaguar Land Rover to Part Ways with Advertising Agency Following Controversial Rebrand
Jaguar Land Rover (JLR) has announced plans to sever ties with its advertising agency, Accenture Song and Spark44, in the wake of a widely criticized rebranding campaign. The campaign, launched in November 2024, featured a vibrant pink “Type 00” concept car, a new logo, and slogans like “copy nothing” and “delete ordinary.” The rebrand aimed to position Jaguar as a bold, electric-only luxury brand by 2026, targeting a younger, global audience. However, the campaign faced backlash for being overly “woke” and out of touch with the brand’s heritage.
Public figures such as Elon Musk and Nigel Farage criticized the campaign, with Musk questioning, “Do you sell cars?” The ad, which did not feature any vehicles, instead showcased diverse models in colorful clothing, leading to accusations that Jaguar was abandoning its traditional identity. Jaguar’s managing director, Rawdon Glover, defended the campaign as a “bold and imaginative reinvention,” but expressed disappointment at the “vile hatred and intolerance” directed at the models featured in the video.
The rebrand’s impact extended beyond public perception. JLR reported a 6% revenue drop in Q2 2024, with pre-tax profits falling to £398 million. Global sales of Jaguar vehicles plummeted from 61,661 in 2022 to 33,320 in 2024, nearly halving in two years. Used car sales also fell 9% post-rebrand, reflecting eroded consumer confidence.
In response to the backlash, JLR is reviewing its global creative advertising account, potentially replacing Accenture Song before the contract’s 2026 expiration. The review signals a shift in strategy as JLR aims to restore Jaguar’s heritage and reconnect with its core market.
The controversy surrounding Jaguar’s rebrand highlights the challenges luxury brands face when attempting to modernize their image while maintaining their traditional identity. As JLR moves forward with its plans to become an all-electric luxury vehicle brand, it will need to carefully balance innovation with customer loyalty to regain trust and restore its position in the market.
