US President Donald Trump has launched a scathing attack on British automaker Jaguar Land Rover (JLR), criticizing the company’s recent leadership change and controversial rebranding strategy.
Posting on his Truth Social platform on Monday, Trump claimed JLR was in “absolute turmoil” following the departure of CEO Adrian Mardell, who announced his retirement last week. Trump described the exit as a resignation “in disgrace” and slammed the company’s recent marketing campaign as “stupid” and “woke.”
The criticism comes just as JLR announced the appointment of PB Balaji, current finance chief of parent company Tata Motors, as its new chief executive. Balaji, who is set to take over in November, will become the first Indian CEO in the company’s history.
Mardell’s tenure included a major rebranding push that saw Jaguar move away from its iconic leaping cat logo and traditional luxury image toward an all-electric future. The company plans to launch its first fully electric range in 2026.
Jaguar’s new direction has divided opinion, particularly after the release of a concept car ad featuring brightly dressed models in a surreal, pink desert setting — without any vehicles or logos visible. Critics, including Trump, viewed the ad as alienating to traditional Jaguar buyers.
“Jaguar did a stupid and seriously WOKE advertisement. THAT IS A TOTAL DISASTER!” Trump posted. “Who wants to buy a Jaguar after looking at that disgraceful ad?”
In contrast, the president praised American Eagle, another brand making headlines for a bold marketing campaign. Trump called the fashion brand’s recent ad featuring Euphoria actress Sydney Sweeney the “‘HOTTEST’ ad out there,” noting reports that she is a registered Republican.
Balaji’s appointment comes at a critical moment for JLR, as it navigates the global shift to electric vehicles and addresses internal restructuring. The company recently announced plans to cut 500 management jobs in the UK as part of its transformation strategy.
JLR, like many foreign automakers, is also contending with the impact of US tariff policies introduced during Trump’s presidency, which continue to affect its competitiveness in the American market.
While some social media users have praised Jaguar’s new Type 00 electric concept car as “absolutely stunning,” others remain unconvinced, calling it “rubbish” and urging designers to “go back to the drawing board.”
As the company prepares for a new leadership era, the backlash over its brand pivot and Trump’s public criticism may further complicate its effort to redefine itself in the global automotive landscape.
