Jaguar is Firing the Ad Agency Responsible for Its Much-Maligned Rebrand

by Chris Teague

Published: May 12th, 2025

jaguar is firing the ad agency responsible for its much maligned rebrand

Jaguar isn’t a new automaker and shouldn’t make rookie mistakes, but its recent rebrand missed the mark in a way that the company should have seen coming. The automaker apparently realizes its flub, and is expected to fire the ad agency responsible for the rebrand, but the damage may have been done.

Jag took heat from every corner of the media and car enthusiast worlds over its change, which saw it shift to electric vehicles and abandon any sense of traditional auto design. The vehicles it showed were comically overdone and painted in Easter Egg pastel colors, leading many to note that the automaker had left its core audience behind.

Elon Musk even got in on the action, asking Jaguar on X, ‘Do you sell cars?” British MP Nigel Farage went as far as saying the rebrand was a poor move, saying Jaguar deserved to go bankrupt over the campaign.

Jaguar refused to comment on the reports, but the automaker will be replacing its current ad partner, Accenture Song, once the contract runs out in mid-2026. As for the rebrand, it’s unclear where Jaguar goes from here. It’s stopped almost all vehicle production activities as it targets a shift to an all-electric lineup, but the company has already invested in the new designs, creating concept cars and other ads to go with the reveal.

[Images: Jaguar]

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Chris Teague

Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.

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2 of 33 comments

Flashindapan on May 14, 2025

Jaguar needs to fire themselves.

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Asc on Jul 20, 2025

More time in the toaster can’t fix “done”.

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