Trump Slams Jaguar’s "Woke" Marketing While New CEO Defends Strategy originally appeared on Autoblog.
Jaguar’s new look has been making headlines, but not for the reasons the brand had hoped. The British automaker’s rebrand has sparked a wave of criticism from customers, industry insiders, and now, U.S. President Donald Trump. Taking to his Truth Social account, Trump called the changes “stupid and seriously woke” and claimed the company is now “in absolute turmoil.”
The Controversial Rebrand
In November 2024, Jaguar unveiled a minimalist logo and a campaign aimed at steering the brand toward an electric and fashion-focused future. The move was meant to modernise Jaguar’s image, but instead it upset long-time fans who felt the company had abandoned its heritage. Leaked letters suggest Jaguar itself was unhappy with the rebrand, and the company has since ended its partnership with the ad agency behind it, Accenture Song. The turbulence culminated in July 2025 with the resignation of CEO Adrian Mardell, who had been with the brand for 35 years. Jaguar’s strategy is also shifting. Rather than competing directly with BMW and Mercedes-Benz, the company plans to produce fewer cars at higher prices, targeting the ultra-luxury market alongside Bentley and Aston Martin. This transition will be led by PB Balaji, the current CFO of parent company Tata Motors, who will take over as CEO of Jaguar Land Rover in November 2025.
Trump's Verdict
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In his Truth Social post, Trump praised American Eagle’s recent ad campaign featuring Sydney Sweeney, calling it “the hottest ad out there,” and contrasted it with Jaguar’s, which he called "stupid" and likened to Bud Light’s controversial marketing. He claimed such “woke” ads damage brands, alleging they resulted in a loss of billions in market value. Trump also tied the issue into his broader criticism of celebrity culture, referencing Taylor Swift and saying she was “no longer hot”. PB Balaji addressed the controversy in an interview with Bloomberg, defending the rebrand and new direction. He said the latest models were getting an “exciting response” from customers and dismissed suggestions that Mardell’s departure was tied to the changes. Instead, he pointed to the company’s resilience in a market facing slower global sales.
Jaguar's Future
While the Jaguar Type 00 concept car has started to grow on people, the drastic rebrand has still left long-time fans with a sour taste in their mouths. In the luxury car world, image is everything, and a misstep like this can take years to recover from. For a marque that has long built its identity on elegance and tradition, finding the right balance between modernization and heritage will be critical. The question now is whether the company will adjust its course or double down on its vision for a new era with its new CEO, PB Balaji, at the helm.
Trump Slams Jaguar’s "Woke" Marketing While New CEO Defends Strategy first appeared on Autoblog on Aug 10, 2025
This story was originally reported by Autoblog on Aug 10, 2025, where it first appeared.
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