Jaguar Land Rover is reviewing its advertising account following widespread criticism of its controversial rebrand campaign that featured bright pink colours and fashion models.The British luxury carmaker launched the polarizing campaign in November. It included a glossy advertisement with vibrant colours and catwalk-style models, followed by the unveiling of the Type 00 concept car, which is a large, pink grand tourer.The company also introduced a new logo and badge design as part of the rebrand.Critics quickly pounced on the campaign. .British politician Nigel Farage called it "woke" and warned the automaker risked "going bust." Tesla CEO Elon Musk questioned the company on social media, simply asking: "Do you sell cars?"Social media users were equally harsh in their reactions. One Facebook commenter wrote, "If I wasn't sure before, now I'm convinced Jaguar have completely lost the plot. This woke nonsense won't gain anything.""Please tell me this is fake. Jaguar really has hit the self destruct button,” said another user..The 30-second advertisement displayed slogans including "live vivid," "delete ordinary" and "copy nothing." Many viewers found the messaging confusing and disconnected from the brand's automotive heritage.According to The Telegraph, Jaguar has now launched a review of its advertising account. The account is currently held by Accenture Song and its in-house agency Spark44 until mid-2026."The reinvention of the Jaguar brand was planned to attract significant global attention and comment," said a Jaguar Land Rover spokesperson. "We wanted to spark online debate and get people talking about us.".Jaguar Land Rover acknowledged the strong reaction, saying it demonstrated "just how much of an emotional attachment Jaguar has with so many people."However, the spokesperson also noted that Accenture Song remains contracted until 2026 and described the four-year partnership as successful.The rebrand is part of Jaguar's major transformation. Last year, executives discontinued flagship petrol models including the XE, XF, and F-Type, as well as the E-Pace and I-Pace electric vehicles.Only the F-Pace will continue into 2026, though it has been pulled from the UK market along with other models..Jaguar plans to relaunch next year as an all-electric brand. The company will sell high-end, zero-emissions vehicles featuring the redesigned logo.Managing Director Rawdon Glover defended the bold approach last year, telling the Financial Times, "If we play in the same way that everybody else does, we'll just get drowned out."The company has invested heavily in new designs and concept cars to support the transition. Whether the advertising review will lead to a complete agency change remains unclear.
