CAA-GBG, Jaguar Land Rover Drive into Partnership

CAA-GBG aims to develop commercially robust and authentic brand extension programs for Jaguar and Land Rover.
License Global

October 22, 2020


CAA-GBG, a leading global brand management platform, and Jaguar Land Rover, the U.K.’s largest automotive manufacturer, has announced a long-term partnership. Under the agreement, CAA-GBG will be responsible for lifestyle and consumer product development worldwide for Jaguar and Land Rover.

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CAA-GBG will work to extend the global brands into new categories via strategic licensing and retail efforts. The partnership will enable both brands to expand their international reach and build brand awareness and loyalty through fashion, CPG, STEAM and experiential categories.

“We are excited to be working with CAA-GBG to build our consumer product offering globally; the team have brought a high level of strategic thinking to the program development,

ensuring our brands’ DNA remain at the core of everything we do,” says Joe Sinclair, branded goods and licensing manager, Jaguar Land Rover.

CAA-GBG aims to develop commercially robust and authentic brand extension programs for Jaguar and Land Rover that build on the brands’ respective histories and successes across various consumer product categories. The programs will focus on building the Jaguar and Land Rover lifestyle brand identities by targeting the brands’ respective consumer audiences with a retail-centric proposition.

“Jaguar and Land Rover are known all over the world for their unparalleled performance and design,” says Perry Wolfman, chief executive officer, CAA-GBG. “Jaguar has embodied automotive luxury for 80 years with its award-winning saloons, sports cars and SUVs. Land Rover is synonymous with outdoor adventure and the urban lifestyle and its family of authentic 4x4s offer superior capability along with beautiful design. We very much look forward to leveraging our expertise and global resources to build on these brands’ respective heritages to help them grow their consumer audiences and businesses in exciting new ways.”

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