Quick Read
- Donald Trump criticized Jaguar’s 2024 rebranding campaign as ‘woke’ and a ‘total disaster.’
- Trump linked the campaign to the retirement of JLR CEO Adrian Mardell, though official sources deny the connection.
- PB Balaji, with 32 years of industry experience, will take over as JLR’s CEO in November 2025.
- Jaguar is transitioning to an all-electric lineup, with new models expected by 2026.
In a fresh wave of political critique, US President Donald Trump has taken aim at Jaguar Land Rover’s (JLR) 2024 rebranding campaign, labeling it as ‘stupid’ and ‘woke.’ Trump tied the campaign’s alleged failure to the recent retirement of JLR CEO Adrian Mardell, despite official statements denying any connection. The controversy comes at a critical time for the British luxury carmaker, which is undergoing a significant transformation as it pivots towards a fully electric lineup by 2026.
Trump’s Take on Jaguar’s Rebranding Campaign
Donald Trump’s criticism of Jaguar’s rebranding effort surfaced during a Truth Social post on August 5, 2025. He described the campaign as a ‘total disaster,’ accusing it of alienating Jaguar’s traditional customer base. The rebranding, rolled out in late 2024, aimed to modernize the brand and featured a sleek EV concept surrounded by a diverse cast of models. However, it drew mixed reactions, with some applauding its boldness while others, including Trump, condemned it as overly ‘woke.’
In his post, Trump juxtaposed Jaguar’s campaign with an American Eagle jeans ad featuring actress Sydney Sweeney, which he praised for its ‘Republican values.’ According to Carscoops, Trump claimed that JLR’s rebranding not only failed to highlight Jaguar’s heritage but also contributed to what he called ‘disgrace’ within the company. The President’s remarks have reignited debates over how companies balance modern branding strategies with their historical identity.
The CEO Transition: Adrian Mardell’s Retirement
Amidst the branding controversy, Adrian Mardell, who had been with JLR for 35 years and served as CEO since 2022, announced his retirement effective July 31, 2025. Official statements from JLR emphasized that Mardell’s departure was long-planned and unrelated to the rebranding campaign. However, Trump’s comments suggested otherwise, claiming that the campaign’s backlash forced Mardell out.
During his tenure, Mardell successfully navigated JLR through the challenging COVID-19 period, delivering record profits and steering the company toward an all-electric future. According to Jalopnik, Mardell defended the rebranding effort earlier this year, stating that Jaguar was not afraid to lose some of its older customers in pursuit of a new identity. His departure marks the end of an era for JLR as it faces both opportunities and challenges under new leadership.
Enter PB Balaji: The New CEO
Taking over the reins is PB Balaji, a seasoned executive with 32 years of experience in the automotive and consumer goods industries. Balaji, who has been the finance chief at JLR’s parent company Tata Motors since 2017, will officially assume the role of CEO in November 2025. With a background in mechanical engineering and financial management, Balaji is well-equipped to guide JLR through its next chapter.
In his first public statement, Balaji expressed gratitude for the opportunity to lead JLR and pledged to build on the company’s strong foundation. ‘It is my privilege to lead this incredible company,’ he said, as reported by Automotive News. Balaji’s appointment comes at a pivotal time as Jaguar prepares to launch its all-electric range by 2026, part of a broader strategy to reposition itself as a modern luxury brand.
The Broader Implications of the Rebranding Debate
Jaguar’s rebranding saga underscores a broader cultural and economic debate surrounding corporate identity and innovation. While the campaign drew criticism for being ‘woke,’ it also garnered significant attention, potentially boosting brand awareness. According to Jalopnik, the EV concept showcased in the ad was lauded for its cutting-edge design, despite the polarizing reception of the campaign itself.
As the automotive industry faces mounting pressure to transition to sustainable technologies, companies like Jaguar must balance innovation with brand heritage. The controversy over Jaguar’s campaign highlights the challenges automakers face in appealing to a diverse, global audience while staying true to their roots. Trump’s commentary, though politically charged, has added another layer of complexity to this ongoing discourse.
As JLR embarks on a new chapter under PB Balaji’s leadership, the company’s ability to navigate these challenges will be critical in shaping its future success.