May 06, 2021
Jaguar Land Rover Transforms Global Marketing Communications Model
- Jaguar Land Rover confirms new global marketing model which will play a central role in the company’s transformation to a modern luxury business with two distinct highly desirable brands
- This is the next step in the radical digitalization of Jaguar Land Rover’s marketing communications – securing synergies, improving innovation and delivering global consistency
- Jaguar Land Rover appoints industry leader Accenture, which will join forces with Spark44, to provide world-class creative with digital excellence and marketing transformation services
WHITLEY, U.K.; May 6, 2021 – Jaguar Land Rover will transform its global marketing operations as part of its ongoing commitment to be the creator of the world’s most distinct luxury vehicles, delivering a more personalized customer experience, with creativity and technology at its core.
As the competitive landscape continues to evolve with increasing digital touchpoints, more connected vehicles and various ownership models, Jaguar Land Rover is making another step change in the transformation of its world-class brands with the appointment of Accenture. Accenture will join forces with Spark44, Jaguar Land Rover’s successful client-agency joint venture to create a new bespoke model.
This new approach will play a central role in Jaguar Land Rover’s move to an electric-first, modern luxury business. As part of the radical digitalization of the company’s marketing communications, the development of connected services will create new experiences, new levels of intimacy and an enhanced ownership experience for customers.
Jaguar Land Rover will benefit from the combined capabilities of Accenture and Spark44, bringing together world-class brand creative with multi-platform, digital-first, personalized customer experiences, enhancing the purchasing and ownership experience and providing a more precise approach across all brand touchpoints.
Felix Bräutigam, chief commercial officer of Jaguar Land Rover, said: “At the heart of our Reimagine Strategy we aim to transform Jaguar Land Rover into a truly customer led modern luxury business. Therefore, having a highly engaging, personalized, connected customer journey is essential to further strengthening both Jaguar and Land Rover as unique and distinct brands. Customers expect a seamless interaction with their brand and car, their experience must fit into their lifestyle and the move towards an all-electric future. We will also see more varied ownership models and connected cars that are designed to fit with our individual ways of living. All of which requires a significant step change in our marketing approach, how we talk to our prospects and customers.
“We are excited about our new innovative model,” said Bräutigam. “I am confident that this will bring creative excellence alongside digital brilliance while delivering even more amazing Jaguar and Land Rover specific brand experiences.’’
A global powerhouse, Accenture was chosen for its technology capabilities, data-led performance, and experience-led approach. Jaguar Land Rover will leverage the strength of Accenture Interactive—helping transform its business through the lens of experience, creative and digital capabilities—and tap into Accenture Operations’ marketing delivery capabilities, with its SynOps platform enabling AI-powered insights and highly automated production around the world.
Brian Whipple, group chief executive of Accenture Interactive, said: “Jaguar Land Rover has always been upheld as a pioneer within the automotive industry. We’re proud to team with these iconic brands as Jaguar Land Rover boldly transforms its business, marketing model and creates a reimagined experience for its customers.”
Spark44 was established in 2011 as a pioneering global client-agency joint venture. It has worked with Jaguar Land Rover across the global breadth and depth of brand communications, delivering award-winning creative and marketing effectiveness across end-to-end customer communications. As part of the new approach, Accenture will leverage Spark44’s unique knowledge of the brands and customer touchpoints with its consultancy, marketing services and automation capabilities.
Alex Buck, chief executive officer of Spark44, said: “We’re delighted that Spark44 continues to be part of transforming Jaguar Land Rover’s marketing model. For the last decade, Jaguar Land Rover and Spark44 have worked together to achieve strong growth and now we will be taking this to the next level by joining forces with Accenture. The future of brand communication lies in fusing together the rich online and offline data sources to provide seamless end-to-end customer experiences. Having a single customer view across all channels, globally, will enable us to deliver the personalized, connected experiences expected of both the Jaguar and Land Rover brands.”
Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialized skills across more than 40 industries, we offer Strategy and Consulting, Interactive, Technology and Operations services — all powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our 537,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities. Visit us at www.accenture.com.
Accenture Interactive is reimagining business through experience. We drive sustainable growth by creating meaningful experiences that live at the intersection of purpose and innovation. By connecting deep human and business insights with the possibilities of technology, we design, build, communicate and run experiences that make lives easier, more productive and rewarding. Accenture Interactive is ranked the world’s largest digital agency by Ad Age and has been named a Most Innovative Company by Fast Company. To learn more, follow us @AccentureSong and visit www.accentureinteractive.com
About Jaguar Land Rover: Reimagining the future of modern luxury by design
Jaguar Land Rover is reimagining the future of modern luxury by design through its two distinct, British brands.
Our current model range embraces fully electric, plug-in hybrid and mild-hybrid vehicles, as well as the latest diesel and petrol engines. Our class-leading Jaguars and Land Rovers are in demand around the world and in Fiscal 2020/21 we sold 439,588 vehicles in 123 countries. Land Rover is the global leader of luxury SUVs through its three families of Range Rover, Discovery and Defender. Jaguar is the first ever brand to offer a premium all-electric performance SUV, the Jaguar I-PACE.
At heart we are a British company, with two major design and engineering sites, three vehicle manufacturing facilities, an Engine Manufacturing Centre and a Battery Assembly Centre in the UK. We also have vehicle plants in China, Brazil, India, Austria and Slovakia. Three of our seven technology hubs are in the UK – Manchester, Warwick (NAIC) and London – with additional sites in Shannon, Ireland, Portland, USA, Budapest, Hungary and Shanghai, China.
Central to our Reimagine strategy is the electrification of both the Land Rover and Jaguar brands with two clear, distinct personalities. All Jaguar and Land Rover nameplates will be available in pure-electric form by the end of the decade. This marks the start of the company’s journey to become a net zero carbon business across its supply chain, products and operations by 2039.
As a wholly owned subsidiary of Tata Motors since 2008, Jaguar Land Rover has unrivalled access to leading global players in technology and sustainability within the wider Tata Group.
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