Nigel Farage has delivered a scathing response to Jaguar amid reports that Jaguar Land Rover has launched a review of its global creative advertising agency after its controversial rebrand.
Reports suggest that Jaguar Land Rover is looking to review its global creative account, which could lead to a change of its adveertising agency.
The Telegraph reported that the historic British car brand's account is currently held by Accenture Song, which was appointed in 2021 alongside JLR's in-house agency Spark44, with the contract running until mid-2026.
It follows a groundbreaking rebrand which saw Jaguar move away from its historic "growler" cat and the traditional "jag man" icons in favour of a more modern look.
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Nigel Farage warned that Jaguar would 'go bust' after its controversial rebrand
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The rebrand was initially panned for failing to feature any cars in its launch of the "copy nothing" advert, which has become the company's new slogan.
The advert saw models sitting and standing in a space-age location in bright costumes with avant-garde hairstyles and make-up.
The Jaguar logo now features the letters J and L, further distancing the brand from its traditional image.
Speaking at the time of the rebrand last year, Nigel Farage described it as "woke" and warned that the iconic automaker was risking "going bust" for the new design choice.
READ MORE: Jaguar Type 00 electric car spotted testing for the first time after controversial 'woke' rebrand
Many social media commenters were critical of Jaguar's rebrand
JAGUARMore recently, Farage wrote on social media site X, formerly known as Twitter, to comment on reports that Jaguar was searching for a new advertising agency.
The leader of Reform UK and MP for Clacton, said: "I did try to warn you Jaguar."
JLR, owned by India's Tata Motors, has declined to comment specifically on the review, stating: "As a matter of policy, JLR does not comment on any supplier arrangements, Accenture Song are currently under contract to the middle of 2026."
The marque has robustly defended its new designs, describing them as "fearlessly creative", adding that it "won't be loved by everyone".
The Jaguar Type 00 is expected to be released in 2026
XThe car was finally unveiled at Miami Art Week in November last year, with many surprised by the boxy concept electric vehicle, especially with the colour choices of Miami Pink and London Blue.
Jaguar said the Type 00 would use its dedicated electric platform with an impressive 478-mile range, while rapid charging capabilities could add 200 miles of range in just 15 minutes.
Despite this, many slammed the move away from its traditional look, which made the brand famous and adored by petrolheads around the world.
Rawdon Glover, Jaguar's managing director, said criticism of actors in the new ad campaign was fuelled by "vile hatred and intolerance".
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The new Jaguar maker's mark JAGUARJLR is aiming to reposition Jaguar as a more upmarket proposition, similar to what it did with Land Rover, meaning it will sell far fewer cars at price tags exceeding £100,000 each.
Jaguar is expected to release more information about the Type 00 and its electric vehicle plans in the coming months.
