Jaguar rebranding controversy escalated on Monday as U.S. President Donald Trump slammed the British carmaker’s latest marketing campaign and leadership changes.
Trump took to his social platform to call Jaguar Land Rover (JLR) “in absolute turmoil” following recent executive shifts and branding decisions. He claimed former CEO Adrian Mardell resigned “in disgrace” and labelled the company’s new campaign “stupid” and “woke.”
Meanwhile, this backlash coincided with JLR’s announcement that PB Balaji, chief financial officer of parent firm Tata Motors, will become Jaguar’s new CEO in November. Notably, he will be the brand’s first Indian chief executive.
Subsequently, the Jaguar rebranding controversy intensified as Mardell had spearheaded efforts to modernize the automaker’s image. These included dropping the iconic Jaguar cat logo and shifting the company’s focus to electric vehicle production. According to critics, the new strategy distances the brand from its heritage.
In contrast, Trump praised U.S. clothing brand American Eagle for a bold campaign featuring actress Sydney Sweeney. He called it the “‘HOTTEST’ ad out there” and praised Sweeney’s political views. Furthermore, he added, “Jaguar did a seriously WOKE advertisement, THAT IS A TOTAL DISASTER!”
Jaguar’s latest commercial showcased brightly dressed models in a hot pink, desert-themed landscape. However, the advert did not display any vehicles or Jaguar’s familiar branding.
This creative shift was designed to support the upcoming launch of its all-electric vehicle lineup in 2026. Nevertheless, many fans voiced frustration online, urging Jaguar to “go back to the drawing board.”
Even Jaguar’s new electric concept, the Type 00, sparked division. Some fans found it “stunning,” while others called it “rubbish.”
Additionally, PB Balaji’s appointment marks a critical moment for Jaguar. His leadership begins as the company restructures and moves deeper into the competitive EV market.
At the same time, Jaguar must also navigate growing global trade tensions. Trump’s tariff policies continue to challenge non-U.S. automakers, including JLR.
In July, the company confirmed it would cut 500 UK-based management jobs, citing the need for improved operational efficiency.
Ultimately, industry analysts believe the Jaguar rebranding controversy could influence brand loyalty and public perception.
Balaji’s ability to steer Jaguar through these branding and policy challenges will define its future in the global luxury market.
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