Jaguar and Land Rover are two of the world's best-known prestige car brands, as well as being among the last survivors of the British automobile industry, even though they are no longer British-owned. After several rather unhappy years within the Ford portfolio, they were acquired in 2008 by Tata Group of India, a huge conglomerate with interests in numerous sectors including low cost trucks and passenger cars in its domestic market. Jaguar Land Rover plc now operates as a standalone unit within that substantial group, and is its only luxury car business, very much the jewel in Tata's crown. The greater freedom it enjoys under Tata's ownership has allowed Jaguar Land Rover to thrive, and it has reported record performance for the past few years. Ralf Speth is group CEO. Sales soared to £24.3bn in ye 2017, having more than tripled in six years. Unit sales topped 600k for the first time, with 431k units for Land Rover while Jaguar sales soared by over 80% that year alone to almost 173k units. The UK, China and US jostle one another for pride of place as the company's biggest market. Each saw unit sales of around 125k in ye 2017. The UK is the biggest market by revenues. (China is a joint venture with local manufacturer Chery). However, the group suffered steep falls in performance in 2018, with total volumes slipping back to 592k. In 2019 unconfirmed rumours began to circulate that Tata Motors is considering selling on the business again, with PSA Groupe named as a potential buyer. The Jaguar brand was first introduced in Britain after World War II for a line of premium saloons and sports cars. After passing through several different owners, including British Leyland, it was privatised in 1984, but acquired by Ford five years later. Mainstream car manufacturer Rover Cars was also part of British Leyland for several years. It had first introduced its all-terrain Land Rover in 1948. Following the break-up of Leyland, Rover was eventually acquired by BMW. Land Rover was sold on to Ford in 2000.
Capsule checked 23rd March 2018
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Adbrands Daily Update 11th Jan 2019: Jaguar Land Rover announced the loss of 6,000 jobs worldwide - around 15% of its workforce - as a result of a series of dramatic reversals inclduing a 40% plunge in sales in China in the wake of falling consumer confidence, as well as taxes on diesel cars and economic uncertainty in Europe. "Challenges have not come singularly or in pairs but in hordes," said CEO Ralf Speth. The company's UK HQ is likely to suffer the largest share of the cuts.
Adbrands Social Media 2nd Aug 2018: The latest from inhouse agency Spark 44 for Land Rover is a fine bit of documentary filmmaking, with some luminous photography in and around the India-Nepal border. There's no witty underlying concept (like the last spot of theirs we featured with a bunch of adventure-hungry kids) but it does an excellent job of selling the benefits of the original rough-road workhorse model of the car. It's one of the few vehicles that can cope with the treacherous terrain up in Maneybhanjang, "the place where all roads meet". Our only gripe would be that the sales pitch is laid on a bit too thickly at times: how many times is it really necessary to repeat the words Land Rover in three minutes? Or say how tough and confident you have to be to drive one? That's all fine up in the Himalayas but hardly applies in Chelsea or the Upper West Side.
Adbrands Weekly Update 31st May 2018: Jaguar Land Rover reshuffled its marketing department. Chief marketing officer Felix Brautigam moves up to a newly created position of chief commercial officer, with Fiona Pargeter named as customer experience director, overseeing PR, marketing communications and experiential. The role of global CMO is being scrapped in favour of regional marketing responsibility.
Adbrands Weekly Update 3rd May 2018: Ads of the Week "70 Years Young". Land Rover's advertising has generally been a little less intriguing since the account moved a few years ago to dedicated inhouse agency Spark 44. It's taken a while, but this latest campaign is an absolute charmer. The real credit goes to whoever oversaw the casting of such a great collection of crazy, funny, cool, adorable kids. And also the script! Apparently, all we adults do is "...dull stuff like work and groceries... and talk about the economy. Whatever *that* is!" Priceless. The ad is so good they don't even need to show the product. More of the same from now on please, Spark 44.
Adbrands Weekly Update 26th Apr 2018: Jaguar Land Rover appears to have selected Dentsu Aegis Network as its global media agency, in place of Mindshare. This move has been rumoured for several months. Now confirmation comes from Australia that Dentsu X (the former Mitchells media agency) will manage the business down under.
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