US President Donald Trump has launched a scathing attack on Jaguar Land Rover (JLR), condemning its CEO transition and branding strategy as “woke” and disastrous.
In a Truth Social post, Trump claimed the automaker was in “absolute turmoil” following Adrian Mardell’s retirement, which he characterized as a resignation “in disgrace.” He simultaneously ridiculed JLR’s recent surreal advertising campaign featuring models in a pink desert without visible vehicles.
The criticism coincided with JLR’s announcement of PB Balaji as its new chief executive. Balaji, currently Tata Motors’ finance chief, becomes the first Indian CEO in JLR’s history and will assume leadership in November.
His appointment accelerates the company’s shift toward an all-electric future, including Jaguar’s controversial departure from its iconic leaping cat logo. The rebranding effort has polarized audiences, particularly after the abstract concept ad that Trump branded “alienating to traditional buyers.”
Trump contrasted JLR’s approach with American Eagle’s campaign featuring actress Sydney Sweeney, which he hailed as the “‘HOTTEST’ ad.” His intervention complicates JLR’s restructuring efforts, which include cutting 500 UK management jobs. The company also contends with lingering US tariff policies from Trump’s presidency that continue to impact market competitiveness.
While some designers praise JLR’s Type 00 electric concept as “stunning,” critics demand a return to classic aesthetics. Balaji now faces dual challenges: navigating Trump’s high-profile backlash and steering JLR through its electric transition amid global auto industry turbulence.
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