IMPORTANT: As of 2025, the following Fullpath products are co-op eligible for new Land Rover vehicles only: Digital Advertising, Audience Activation with Equity, CDP, and VINS Acceleration. These products are submitted for reimbursement automatically for enrolled dealers through our monthly billing files. Co-op support is not available for Jaguar models.
The Jaguar Land Rover Modern Luxury Cooperative Demand Generation (MLCDG) Program aims to assist Jaguar Land Rover retailers adhere to the JLR Marketing Guidelines as it related to local marketing efforts. The MLCDG Program consists of five pillars, which are described below:
- Vehicle assessment
- Marketing plans
- Matching
- Controlled asset usage
- Consulting and monitoring
In addition to the program pillars and regardless of retailer participation in the MLCDG, retailers are always expected to:
- Participate in the mandatory Certified Website Program
- Adhere to all JLR Marketing Guidelines and any applicable retailer bulletins
Vehicle assessment by model is as follows:
- $300 Discovery, Discovery Sport, Velar, Evoque, Range Rover
- $400 RRS, Defender
Funds that are not spent during the quarter do not expire and will roll over; however, JLR frequently reviews accumulation and fund balances and in the event funds accumulate, JLR will contact dealers to review marketing plans.
As part of the program, JLR will match funds at 30% when the below guidelines are followed:
- Spend in approved channels/activities only
- 25% of funds must be spent on JLR certified programs
- Financial statements must reflect accurate spend on new car marketing
- Submit marketing plans on time
- Follow JLR Marketing Guidelines
30% JLR Match Funds are issued on the same day that assessments are issued.
New Car and ACPO Eligible Media Types
Eligible media types covered under Digital Advertising include: SEM/Display (PPC), Dynamic Ads, Social, OTT, Radio, Digital Video, TV, Email, and Direct Mail.
- Approved turnkey campaigns
- SEO/SEM
- Paid/organic social
- Site retargeting
- Local traditional media including CRM, radio, print, TV, CTV, OOH
- Equity mining
- Client loyalty activations
- Certified digital advertising programs
- Local events/displays
All events/displays will count toward the 25% Certified Provider requirement if the below guidelines are followed:
- Dealers should reach out to their Regional Marketing Specialist for pre-approval of event creative with the event location. Please allow 5 business days for creative review and approval.
- Post-event recap containing photos and key metrics, including registrations, leads, attendees, etc. must be sent within 30 days post event.
All co-op funds must run through the above channels. No admin expenses allowed, such as website fees, local agency fees, staff costs, etc. Retailers should use local fund to pay for marketing admin fees. This should be reflected on financial statements under New Car Advertising.
Ineligible Media Types
- Digital retailing
- Chat and trade tools
- Digital merchandising
- Third-party websites
- Marketing content that is not compliant with the MLCDG and each brand's visual identity guidelines
- Marketing including other vehicle manufacturers or DBA names that reference other vehicle manufacturers
- Digital marketing service and setup fees
- Agency commissions
- Creative development fees
- Program and project management fees
- Competitive keywords relating to other Jaguar Land Rover retailers
- Paid keyword search for used cars, parts, service, and accessories
- Content that falsifies, misrepresents, or jeopardizes the brand, its products, entities, partnerships, and brand standards
- Advertising productions including account management, travel and transportation, equipment, lodging, shipping, insurance, etc.
- Personnel expenses, such as time expenses associated with any advertising medium
- Blogging expenses
- Barter/lease agreements and consumer-oriented donations
- Brochures
- Point-of-sale materials
- Sales tax
- Cost for cleaning cars
- Hotels and room service
- Alcohol
- Shipping charges
- Vehicle mileage and depreciation
- Business cards and letterhead
- Gratuities
- Legal fees
- Infomercials
- Bus shelter advertising
- Shopping cart advertising
- Receipt advertising
- Used vehicle advertising
- Database marketing not related to mailing lists from certified event vendor
- Other costs designated as "non-media"
- Auto shows
The above list includes but is not limited to media types and other marketing costs that are considered ineligible for reimbursement. Please note submissions that incorporate these, or similar elements, may not be prorated or will be declined based on the discretion of Jaguar North America and the Jaguar Land Rover Marketing Program.