U.S. President Donald Trump has launched a scathing attack on British luxury carmaker Jaguar Land Rover (JLR), calling the company “in absolute turmoil” shortly after it announced the appointment of its first Indian chief executive and unveiled a controversial rebranding strategy.
Taking to his Truth Social platform on Monday, Trump said outgoing JLR CEO Adrian Mardell had left the company “in disgrace” and criticised its recent marketing campaign as “stupid” and “woke.” He compared Jaguar’s efforts unfavourably with American Eagle’s recent denim campaign featuring actress Sydney Sweeney, which he hailed as the “‘HOTTEST’ ad out there.”
“Jaguar did a stupid, and seriously WOKE advertisement, THAT IS A TOTAL DISASTER! Who wants to buy a Jaguar after looking at that disgraceful ad?” Trump wrote, referencing a recent promotional video that showcased colourfully dressed models in a surreal desert setting—with no cars or the iconic leaping cat logo in sight.
JLR, a subsidiary of India’s Tata Motors, announced earlier this week that PB Balaji, currently Tata’s group chief financial officer, will take over as JLR CEO in November. Balaji’s appointment comes at a pivotal moment for the brand as it undergoes a bold transformation towards electrification and luxury branding. He will be the first Indian executive to lead the iconic British automaker.
Adrian Mardell, who spent 35 years at the company and led it through a return to profitability, announced his retirement last week. The firm insists the leadership transition was long-planned and not linked to the recent criticism over its advertising or rebranding efforts.
Under Mardell’s leadership, JLR committed to a major shift—retiring the traditional Jaguar brand image, embracing an all-electric future, and introducing new concept models like the divisive Type 00, slated to launch in 2026.
The company’s latest advertising campaign has stirred backlash on social media, with critics calling it disconnected from Jaguar’s heritage and alienating to loyal customers. Supporters, however, praised the new creative direction as bold and visually innovative.
JLR is also navigating global headwinds, including the impact of President Trump’s renewed tariffs on overseas carmakers. In July, the company announced plans to cut 500 management jobs in the UK as part of its broader restructuring.
Balaji will now be tasked with steering the company through one of the most transformative periods in its history—balancing innovation with tradition and responding to political and consumer pressure from both sides of the Atlantic.
