Jaguar Land Rover (JLR) is overhauling its advertising strategy after a controversial rebrand for Jaguar led to plummeting sales and widespread backlash.
The company is parting ways with its ad agency, Accenture Song, following the launch of a campaign in November 2024 that replaced Jaguar’s iconic ‘growler’ logo with a minimalist ‘J’ and omitted cars altogether.
The ad featured vibrant colors, androgynous models, and the slogan “Copy Nothing,” aiming to reposition Jaguar as a bold, electric-only luxury brand targeting younger, global buyers.
However, the campaign was met with an unprecedented negative feedback, amplified byy social media, and Jaguar’s global sales nosedived from 61,661 in 2022 to 33,320 in 2024. Used car sales also dropped 9%, underscoring eroded consumer confidence.
Meanwhile, JLR’s other brands, like Range Rover, flourished. Range Rover sales rose 12% in late 2024, highlighting Jaguar as the company’s weak link.
Yet the rebrand’s failure points to a deeper issue: the danger of straying from brand identity. Jaguar’s heritage — powerful, sleek, and quintessentially British — resonates more with buyers than fleeting cultural trends.
With three electric models planned for 2026, JLR is now urgently seeking a new creative partner to realign Jaguar with its core values. To succeed in the EV era and regain trust, Jaguar must reconnect with its legacy and customer base.
This moment marks a critical turning point, one where Jaguar must rediscover its roar or risk fading into irrelevance.
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