Land Rover North America Inc. is reviewing its $30 million account as parent company BMW AG struggles to make the global operations of Rover Group profitable.
After taking a hands-off approach to troubled Rover since acquiring it in 1994, BMW started imposing more influence last year.
'BMW's influence (at Land Rover) changed the whole nature of our relationship,' said Roy Grace, chairman of incumbent agency Grace & Rothschild of New York. 'We no longer had a true partnership, and the account virtually became unprofitable for us.'
The agency will not defend the account when a closed review starts soon under consultant Richard Roth & Associates of New York.
'Relationships have a lot to do with accounts,' Grace said. 'We never had a great relationship with the new people.'