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Trump Slams ‘Woke’ Jaguar as Carmaker Appoints First Indian CEO and Unveils Controversial Rebrand
Jaguar Land Rover (JLR) is facing a political storm as US President Donald Trump lashed out at the British automaker’s bold rebranding efforts and leadership shake-up. On Monday, Trump accused JLR of being in “absolute turmoil” after its CEO, Adrian Mardell, announced his retirement, calling the company’s latest marketing campaign “stupid” and “seriously woke.”
The backlash comes as JLR prepares to welcome PB Balaji, the current CFO of Tata Motors, as its new CEO in November. PB Balaji will be the first Indian to lead Jaguar Land Rover, a significant milestone as the company seeks to pivot towards electric vehicles (EVs) and appeal to a new generation of luxury car buyers.
Under Adrian Mardell’s leadership, Jaguar Land Rover transitioned from heavy financial losses to achieving 10 consecutive profitable quarters. However, his legacy is now being overshadowed by the company’s controversial rebranding strategy. Central to this rebrand is the debut of the Jaguar Type 00 concept car, an all-electric model designed to reposition Jaguar as a competitor to ultra-luxury brands like Bentley and Rolls-Royce.
The Type 00’s unveiling, featuring vibrant hot pink visuals and models posing in desert landscapes without the iconic Jaguar cat logo, was met with mixed reactions. While some praised the futuristic design and bold direction, critics, including Trump, derided the campaign as a tone-deaf departure from Jaguar’s heritage.
“Jaguar did a stupid, and seriously WOKE advertisement, THAT IS A TOTAL DISASTER!” Trump posted on his Truth Social platform. “Who wants to buy a Jaguar after looking at that disgraceful ad?”
Range Rover’s New Logo Underwhelms: A Jaguar Rebranding Déjà Vu in the Making?
Donald Trump’s remarks on Jaguar Land Rover came after he praised American Eagle’s recent jeans campaign featuring actress Sydney Sweeney, which also sparked controversy but saw the brand’s stock price soar. Drawing a comparison, Trump suggested that while American Eagle’s provocative marketing resonated, Jaguar’s attempt to reinvent itself alienated its core audience.
Jaguar Land Rover’s rebranding gamble coincides with broader industry challenges. The automaker is grappling with the impact of Trump’s tariff policies, which have strained non-U.S. carmakers exporting to American markets. In July, JLR announced plans to cut 500 management jobs in the UK as part of a cost-saving initiative to streamline operations ahead of its 2026 all-electric lineup launch.
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Incoming CEO PB Balaji inherits a company at a crossroads. With experience managing the finances of Tata Motors, India’s largest car manufacturer, Balaji’s leadership is expected to drive JLR’s ambitious electric transformation while navigating geopolitical headwinds and polarized consumer sentiments.
JLR defended its rebranding efforts in a statement, emphasizing that the campaign was aimed at redefining Jaguar’s luxury appeal for a new era of car buyers. “The Type 00 represents our vision for a sustainable and luxurious future,” the company said.
As the auto industry’s shift towards electrification accelerates, JLR’s strategy to modernize its image and leadership will either be a masterstroke or a cautionary tale of brand reinvention gone wrong.
