Too woke, too out of step... Jaguar already wants to change its communication strategy

Last mid-November, a 30-second video spot published by the Jaguar brand made headlines. In this advertisement, which featured messages such as "don't be copycats" or "break the codes" , the famous British manufacturer made the bold choice not to present any vehicles, preferring to highlight characters dressed in brightly colored outfits. Simultaneously, Jaguar had carried out a radical transformation of its historic emblem, abandoning its iconic leaping Jaguar to adopt a minimalist design composed only of the initials J and L.

It must be said that this new artistic direction has disoriented many connoisseurs and long-time admirers . On social networks, the brand's detractors judged that it was "becoming woke" and "throwing its heritage to the nettles." Chief among them, billionaire Elon Musk wondered if Jaguar "still sold cars."

In short, at the time the boss of the English company explained this change as necessary to not "drown" in the mass of car manufacturers. "We have to rebuild our brand, and at a completely different price point, we have to do things differently. We wanted to move away from traditional automotive stereotypes," he explained to the Financial Times . "The exuberant use of color is the cornerstone of the new Jaguar brand identity , anchored in its values ​​and its association with art," the brand communicated at the time.

Except that according to information from the English media The Telegraph , Jaguar has launched an operation to reorganize its "global creative account" , an English term which designates, in the advertising and marketing sector, the mandate entrusted by a brand to an agency (or a group of agencies) to design, coordinate and produce all of its creative communication on an international scale. It is this entity which was responsible for the revolution of the brand image carried out by Jaguar last November.

To date, Accenture Song (appointed in 2021 until mid-2026) alongside Spark44, the group's in-house agency, remains in charge of Jaguar's communications strategy. The firm told the Telegraph that it "never comments on supplier agreements."

The alleged reshuffle also comes as Tata Motors-owned Jaguar faces new 25% tariffs imposed by Donald Trump on foreign cars, forcing the company to temporarily suspend deliveries to the United States. "Negotiations are also reportedly underway to protect British cars from the full impact of these tariffs as part of a future trade deal," the Telegraph reports.