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We now know for sure President Trump isn’t a fan of Jaguar’s controversial rebranding, calling it “stupid and seriously woke.” While the British automaker hasn’t reversed direction yet, it ditched the ad agency which executed the rebrand campaign and the CEO recently resigned.
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Rumors are that former CEO Adrian Mardell was allowed to retire, otherwise he would’ve been thrown out of the company unceremoniously. After all, with sales tanking and just about everyone mocking the rebrand, Jaguar needs a turnaround in short order.
But President Trump calling out the company using his Truth Social account can only be more damaging at this point. He said, “The CEO just resigned in disgrace, and the company is in absolute turmoil. Who wants to buy a Jaguar after look at that disgraceful ad. (sic) Shouldn’t they have learned a lesson from Bud Lite, which went Woke (sic) and essentially destroyed, in a short campaign, the Company. (sic)”
The post was in response to the controversy surrounding the American Eagle jeans ads featuring Sydney Sweeney. With that marketing campaign gone oddly political, people are trying to poke holes in what Trump said about Jaguar being in turmoil and the CEO resigning in unfavorable conditions.
However, it’s been documented in the past that many inside Jaguar were beyond upset with the rebranding campaign, which we would classify as internal turmoil. Among the grievances expressed to the CEO explicitly, never mind all the things said about him behind his back, was Jaguar’s own design team.
As Autocar India reported back in January, chief creative officer Gerry McGovern sent a letter to the CEO expressing frustration with its direction. In other words, Mardell’s leadership was being openly called out. Thus, President Trump isn’t wrong about the company being in turmoil.
Image via Donald J. Trump/Truth Social, Jaguar
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