Jaguar Land Rover has chosen WPP as its trusted growth partner globally, bringing the marketing group into the centre of a new push to grow Range Rover, Defender, Discovery and Jaguar. The deal joins WPP’s talent, creativity, AI expertise, data and technology with JLR’s own marketing and creative teams around the world, in a setup both companies say is designed to move faster and think differently about luxury car marketing.

The partnership will form a bespoke, integrated and co-located team drawing on WPP global talent and JLR’s in-house specialists, with the work powered by WPP Open, the company’s agentic marketing platform. It will deliver end-to-end services under an outcome-based remuneration structure, covering marketing creative, media, production, customer experience and strategic counsel.

Lennard Hoornik, who is leading JLR’s side of the effort, said the company wanted to “think differently” to supercharge the growth of its modern luxury brands. He said the two companies were trying to resolve the old contradiction between scale and intimacy, and described the joint goal as a single, AI-powered modern luxury marketing organisation. WPP chief executive Cindy Rose said the partnership fits the group’s mission to be the trusted growth partner for the world’s leading brands in the era of AI and would help JLR create customer experiences with uncommon intimacy and luxury at scale.

The arrangement lands as JLR pushes ahead with its Reimagine strategy, which is aimed at a sustainability-rich version of modern luxury by design. JLR says it plans to become carbon net zero across its supply chain, products and operations by 2039, with electrification at the centre of that plan. Before the end of the decade, the company says each of its British brands will have a pure electric model, and Jaguar will be entirely electric, while hybrid and internal-combustion vehicles will still be offered as full battery-electric options are rolled out.

That mix of ambition and pragmatism is what makes the partnership notable. JLR is betting that a more unified marketing machine can match the scale of its global brands without losing the individuality that luxury buyers expect. WPP is being asked to deliver that shift not as an outside supplier, but as a deeply embedded partner in a model both sides describe as built for modern luxury from the ground up.