Do you recall Jaguar’s “interesting” rebranding campaign? The beleaguered British automotive company aroused snickers six months ago thanks to its marketing and advertising staff’s goofy lack of self-awareness. Since then, the future world of EVs (not to mention the future world of trade) has changed a bit. Has Jaguar’s future changed as well?
According to The Telegraph, Jaguar is searching for a new advertising agency months after wiping egg off its face due to the rebranding campaign developed by Accenture Song and Spark44, Jaguar Land Rover’s agency of record. However, Jaguar refuses to comment on the rumor: “As a matter of policy JLR does not comment on any supplier arrangements, Accenture Song are currently under contract to the middle of 2026. We have nothing further to say on this matter.”
The impetus for the account review is said to have come after President Trump slapped 25-percent tariffs on imported cars from the United Kingdom, which drove Jaguar Land Rover to temporarily pause exports to the U.S. Since then, the two countries have settled on an agreement that includes the reduction of import taxes on a specific number of British cars exported to the U.S. (though no word on what Detroit thinks of this). British Prime Minister Sir Keir Starmer described the agreement as a “fantastic platform” while speaking at a Jaguar Land Rover factory. “This historic deal delivers for British business and British workers protecting thousands of British jobs in key sectors including car manufacturing and steel.”
Jaguar is one of the most emotive automotive brands in the world. It has aspired to follow the business model of Land Rover and sell fewer cars at a price tag of more than £100,000 each (approximately $130,000), according to The Telegraph, but the poor start has not done the repositioning any favors. Let’s hope it doesn’t pull a British Leyland and disappear.
