Trump Slams Jaguar Over ‘Woke’ Rebrand Amid Leadership Shake-Up
Former U.S. President Donald Trump has sharply criticized British carmaker Jaguar Land Rover (JLR) as the company undergoes a major leadership transition and a bold brand overhaul.
In a post on his social media platform, Truth Social, Trump claimed JLR was in “absolute turmoil” following the recent resignation of CEO Adrian Mardell, whom he said stepped down “in disgrace.” He also derided the company’s latest marketing efforts as “stupid” and “woke,” referencing a recent ad campaign that stirred controversy online.
The backlash from Trump came just hours after JLR announced that PB Balaji, currently the Chief Financial Officer of Tata Motors – JLR’s Indian parent company – will take over as CEO in November. Balaji will become the first Indian to lead the storied British car brand.
Mardell’s departure comes at a transformative moment for Jaguar. Under his leadership, the company initiated sweeping changes, including plans to phase out the brand’s iconic cat logo and pivot toward a fully electric future. JLR’s first all-electric Jaguar lineup is slated for launch in 2026.
One of the company’s more polarizing moves was a rebranding campaign that featured brightly dressed models posing in a desert-like setting with no vehicles or visible Jaguar branding in sight. The ad, meant to signal a departure from Jaguar’s traditional style and audience, faced widespread backlash on social media, with some critics calling it “disgraceful” and “off-brand.”
Trump compared Jaguar’s ad unfavorably to a recent marketing campaign by American Eagle, which saw its stock rise following a widely talked-about advertisement featuring actress Sydney Sweeney. The former president praised that campaign as “HOTTEST,” contrasting it with Jaguar’s, which he called a “TOTAL DISASTER.”
The criticism arrives as JLR navigates broader challenges, including cost-cutting measures at home and growing tensions related to U.S. tariffs under the Trump administration. In July, the company announced plans to cut 500 managerial jobs in the UK as part of its restructuring strategy.
Balaji’s appointment marks a new era for JLR, but one that appears set to continue courting controversy as the company reshapes its identity in a rapidly evolving global car market.
