Jaguar Formula E

Side view of a sleek black Jaguar Panasonic racing car with blue accents, reflected on the polished floor.

After a four-year absence from motorsport, Jaguar needed to re-enter the global racing stage in a way that felt both true to its heritage and future-facing.

Jaguar Panasonic Formula E race car on a race track corner.

Through the global “Jaguar Electrifies” campaign, we positioned the brand’s Formula E return as more than a comeback. It would be a statement of intent.

The launch marked Jaguar’s official return to international motorsport in Season 3 (2016/17) . It helped set the tone for Jaguar’s wider strategy for electrification, underpinning the brand’s commitment to becoming an all-electric luxury car maker by 2025 (Jaguar Racing, 2024).

As Lead Copywriter for all digital communications, I developed the brand voice across its Formula E website, email comms and video scripts, creating copy that fused Jaguar’s racing legacy with its electrified future.
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Race car driver seated in a Jaguar Formula E racing car cockpit.

Role: Copy Lead
Agency: Spark44
Client: Jaguar Land Rover