Trump Tears Into Jaguar’s ‘Woke’ Rebrand as New CEO Takes Wheel

By The Malketeer

In one of the most scathing public attacks on a brand campaign this year, President Donald Trump has taken aim at Jaguar Land Rover (JLR), calling the brand’s latest advertisement “a total disaster” and “seriously WOKE”.

The criticism came just hours after JLR announced PB Balaji — Group CFO of Tata Motors — as its incoming Chief Executive Officer.

Balaji is set to take the reins in November, becoming Jaguar’s first Indian CEO at a time when the British marque is undergoing its most radical transformation yet.

Posting on his Truth Social platform, Trump claimed JLR was in “absolute turmoil” and suggested its outgoing CEO Adrian Mardell had left the company “in disgrace”.

He slammed Jaguar’s latest marketing direction, suggesting that the brand’s desert-themed fashion shoot was “disgraceful” and would turn buyers away.

The Ad That Ditched the Car and the Cat

At the centre of the controversy is Jaguar’s striking new advertisement — part of its electric-era rebranding campaign — which featured colourfully dressed models posing in a hot pink desert.

Notably absent were any actual Jaguar cars. Also missing was the brand’s iconic leaping cat logo.

For a brand long associated with polished engineering, British elegance, and performance heritage, the ad represented a shocking departure.

The visual language leaned more towards avant-garde fashion than automotive aspiration.

“Who wants to buy a Jaguar after looking at that disgraceful ad?” Trump asked — drawing attention to a marketing choice that has polarised both customers and commentators.

Trump’s Take vs American Eagle’s “HOTTEST” Ad

In the same social media post, Trump heaped praise on American Eagle’s jeans campaign featuring Euphoria star Sydney Sweeney, calling it the “‘HOTTEST’ ad out there”.

That campaign — cheekily controversial and widely shared — has seen American Eagle’s stock jump in recent days.

In contrast, Jaguar’s rebrand drew confusion more than conversion.

A New Chief at the Helm

Balaji’s appointment comes at a pivotal moment.

Jaguar plans to launch its first all-electric range by 2026 and is repositioning itself as a modern, minimalist luxury brand with a global appeal — moving away from its legacy as a traditional British performance marque.

Outgoing CEO Adrian Mardell, who spent 35 years at JLR and delivered the brand’s strongest profits in over a decade, insists his retirement was planned in advance and unrelated to the backlash.

Nonetheless, the timing has sparked speculation — with critics suggesting the brand may have veered too far, too fast in its attempt to reinvent itself.

Brand or Blunder?

Jaguar’s electric concept car — the futuristic Type 00 — also divided opinions when unveiled last year.

While some hailed it as “exciting” and “stunning”, others dismissed it as “rubbish” and demanded designers “go back to the drawing board”.

The wider rebrand has triggered a branding identity crisis: Can a brand still be Jaguar without the cat, the car, or even a nod to its mechanical heritage?

“Rebrands need to be bold — but they also need to be believable,” said one branding consultant.

“If your legacy is built on engineering beauty and British refinement, you can’t afford to erase the core of your identity in one campaign.”

More Than Just Aesthetic Risk

Beyond aesthetics, Jaguar’s transformation is being shaped by broader challenges — including rising tariffs under the Trump administration and a plan to cut 500 management roles in the UK.

The road ahead is one of reinvention under pressure.

For PB Balaji, a finance veteran with global experience but limited automotive brand leadership exposure, the challenge is steep.

He must drive Jaguar’s EV ambitions while also soothing sceptics, reviving internal morale, and finding a narrative that unites heritage and innovation.

Jaguar’s current saga serves as a cautionary tale for marketers everywhere: Relevance is essential, but so is resonance.

Whether Trump’s remarks are viewed as political grandstanding or a wake-up call, they’ve undeniably thrust Jaguar’s rebranding into the global spotlight.

The campaign may have abandoned the cat — but the brand is now firmly in the crosshairs.

And as far as attention goes, that’s no small feat.