Trump slams Jaguar Land Rover for launching what he describes as a “woke” and ineffective marketing campaign. His criticism followed the company’s announcement of a leadership transition and an ambitious rebranding effort.
Posting on Truth Social, Trump declared that JLR was in “absolute turmoil” after CEO Adrian Mardell resigned. Moreover, he called the company’s latest advertisement “stupid” and claimed it severely damaged the luxury brand’s image.
In response to the leadership gap, Jaguar Land Rover appointed PB Balaji as its new CEO. He currently serves as the chief financial officer of Tata Motors, JLR’s parent company. Notably, Balaji will be the first Indian to lead the iconic British automaker when he steps in this November.
Previously, Mardell had overseen the company’s efforts to phase out its iconic leaping cat logo. At the same time, he shifted the brand’s focus to electric vehicles, including the bold Type 00 concept. This EV debut drew polarizing reactions online. On one hand, some praised it as “exciting” and “stunning.” On the other hand, critics labeled it “rubbish” and out of touch.
To support its rebranding, Jaguar rolled out an advert featuring models in colorful outfits posed in a surreal, desert-like setting. However, the ad did not include any vehicles or the familiar Jaguar logo. Consequently, many viewers felt alienated. Trump reacted strongly, saying, “Who wants to buy a Jaguar after looking at that disgraceful ad?”
In contrast, Trump praised a campaign by American Eagle featuring actress Sydney Sweeney. That ad sparked viral attention and coincided with a jump in the brand’s stock value. Furthermore, Trump called it the “‘HOTTEST’ ad out there” and applauded Sweeney, who is reportedly a Republican.
As Balaji prepares to take over, he faces major challenges and opportunities. Jaguar is gearing up to launch its first all-electric vehicle lineup in 2026. Additionally, the company is betting heavily on a redefined image aimed at younger, trend-conscious buyers. Therefore, Balaji’s financial expertise could be critical to the success of this transformation.
Beyond branding, the company also faces trade complications. Like many international carmakers, Jaguar Land Rover is still grappling with the effects of US tariffs imposed during Trump’s previous administration. For instance, in July, the firm announced it would cut 500 management positions in the UK to adapt to market pressures.
Altogether, Jaguar Land Rover is navigating a period of deep transformation. With fresh leadership and bold creative decisions, the company hopes to redefine itself for the future. Whether that strategy succeeds remains to be seen—but public reaction, including from figures like Trump, is already shaping the conversation.
READ: Jaguar Type 00 EV: Bold Move Into Luxury Electric Cars
