London, 1 April 2025 – In a move that’s tackling the language of rugby, OMODA&JAECOO has announced a temporary rebrand of its JAECOO brand to JAECŴL for the highly anticipated EPCR finals in Wales this May.
“W” is a vowel in the Welsh language and takes on a delightful “oo” sound. The little hat (circumflex) over ŵ, known as a ‘tô bach’ (little roof), lengthens the vowel sound. So, JAECOO becomes JAECŴL (pronounced JAEC-oo-L) – a playful nod to the language and the occasion.
The makeover comes as part of OMODA&JAECOO’s new role as the Official Automotive Partner of the European Professional Club Rugby (EPCR), the tournament organiser of the Investec Champions Cup and EPCR Challenge Cup. It’s the first time the EPCR has teamed up with an automotive brand.
Fay Kanoose, UK head of Marketing OMODA&JAECOO, commented: “Rugby has a rich heritage at the Principality Stadium, and supporting the sport at one of its most iconic venues feels natural. The atmosphere in Cardiff on a rugby game day is truly unmatched, and as a company that highly values tradition and heritage, it felt only right to celebrate that spirit in Wales. Embracing the language is our way of adding to the festivities and honouring the culture that makes this event so special. JAECŴL might be a temporary name, but it’s a fun and meaningful tribute to the passion surrounding the EPCR finals.”
Throughout the EPCR Final weekend, the streets of Cardiff will be decked out in full JAECŴL glory. Visitors and residents can expect to see digital screens, banners, and signage proudly displaying the new logo.
Rugby fans will spot a fleet of JAECŴL 7 vehicles roaming the city, offering ‘try before you buy’ experiences. No conversions required!
Marking the scrum-ptious partnership as the Official Automotive Partner of EPCR, OMODA&JAECOO is putting its best foot forward in its international expansion, further cementing its presence in Wales, the UK, and beyond.