Jaguar Acknowledges Its Mistakes: A candid admission of missteps by the iconic brand. - NEW BOX OFFICE TO DAY

Reactions were, to put it mildly, mixed after Jaguar unleashed the media campaign that went along with its effort to rebrand itself as a new, modern automaker specializing in electric luxury cars.

Key Points

• Reports from the UK indicate Jaguar is in the middle of a review of its contract with Accenture Song, the ad agency that handled the British automaker’s controversial rebrand.
• Accenture Song’s current contract is set to expire in the middle of 2026. Jaguar has declined to comment on reports that it’s ending the agency’s relationship with the automaker.
• At the time, Jaguar managing director Rawdon Glover said online reaction amounted to “vile hatred and intolerance” of the diverse actors and glimpses of cars in bright pastel hues.

Remember New Jaguar? It was sort of like New Coke in that the company may prefer you forget the rebranding effort, or at the very least forget all the controversy that surrounded it.

“The new Jaguar is defined by Lively Modernity. It embodies creativity, audacity, and artistry throughout all interactions. The brand stands out as distinctive and unafraid,” stated the company during the unveiling of their rebranding initiative. “This transformation aims to reclaim the core identity of Jaguar, reviving the principles that initially endeared it to people, yet ensuring relevance for today’s consumers. Our mission is to shape Jaguar for tomorrow, reinstating its reputation as a label that enhances the experiences of both our customers and the broader Jaguar family.”

Critiques of the relaunch involved objections that no real vehicles accompanied the debut, new logos and symbols discarded decades of tradition and legacy, and an attempt at being quirky went overboard. As reported The Telegraph , Jaguar issued a statement saying As a matter of policy, Jaguar Land Rover (JLR) does not provide comments on any supplier agreements. Currently, Accenture Song is contracted until mid-2026. We do not have anything additional to share regarding this topic.

Potential new advertising agency aside, things seem to be going okay for Jaguar Land Rover. The Tata-owned British company released an earnings report for the year ending in March that showed it had its most profitable 12-month period in the last decade.