Former President Donald Trump criticizes Jaguar Land Rover’s new “woke” ad campaign and leadership shift, as the company appoints its first Indian CEO and pushes toward an all-electric future amid public backlash and rebranding controversy.

Former U.S. President Donald Trump has launched a scathing attack on Jaguar Land Rover (JLR) following the company’s recent rebranding efforts and leadership changes. In a Truth Social post on Monday, Trump claimed the iconic British automaker was in “absolute turmoil” and ridiculed its latest marketing campaign as “stupid” and “woke.”

The criticism came just hours after JLR announced the appointment of PB Balaji as its new chief executive. Balaji, currently Chief Financial Officer at Tata Motors—JLR’s parent company—will take over the reins in November, becoming the firm’s first Indian CEO. He replaces Adrian Mardell, who led JLR through a turbulent period of transformation and stepped down last week.

Under Mardell’s leadership, Jaguar took bold steps to reposition itself as a high-end electric vehicle (EV) brand. The shift involved abandoning the brand’s iconic leaping cat logo and embracing a minimalist, fashion-forward marketing approach. While this strategy aligns with the company’s goal to go fully electric by 2026, it has divided opinion among consumers and industry experts alike.

One of the most controversial moments came with the unveiling of Jaguar’s new electric concept, the “Type 00,” which garnered mixed reactions online. While some hailed the design as “absolutely stunning,” others dismissed it as “rubbish” and a betrayal of Jaguar’s automotive legacy.

The criticism intensified with the release of a new promotional video that featured colorfully dressed models posing in a surreal, pink desert-like environment—without showcasing any vehicles or the brand’s emblematic logo. The abstract campaign left many puzzled and alienated long-time fans of Jaguar’s traditionally elegant and performance-focused identity.

Trump seized on the backlash, comparing Jaguar’s ad unfavorably to a controversial but highly successful campaign by American clothing brand American Eagle. The U.S. company recently saw a spike in stock value after launching an edgy jeans commercial featuring actress Sydney Sweeney, best known for her role in the hit TV series Euphoria. Trump praised the American Eagle ad as the “‘HOTTEST’ out there” and highlighted reports suggesting Sweeney is a registered Republican.

“On the other side of the ledger, Jaguar did a stupid, and seriously WOKE advertisement, THAT IS A TOTAL DISASTER,” Trump wrote. “Who wants to buy a Jaguar after looking at that disgraceful ad?”

Trump’s comments underscore a growing political and cultural divide over marketing strategies by major brands, particularly those undergoing transformations to appeal to younger, more diverse, and environmentally conscious consumers.

The timing of these remarks adds pressure to PB Balaji as he prepares to lead the British luxury carmaker into an all-electric future. With a background in finance and leadership roles at Tata Motors and Hindustan Unilever, Balaji brings a wealth of experience but will face steep challenges navigating consumer expectations, global competition, and political headwinds.

Adding to the complications are ongoing trade tensions between the U.S. and international carmakers. JLR, like many non-U.S. manufacturers, continues to grapple with the Trump administration’s tariffs and protectionist policies. In July, the company announced plans to cut 500 management jobs in the UK as part of its ongoing restructuring.

Balaji’s appointment marks a significant moment not only for JLR but also for the global automotive industry, as legacy brands increasingly bet on bold branding and electrification to stay relevant in a rapidly changing market. However, as the Jaguar case shows, straying too far from tradition can provoke as much criticism as it does praise.
As JLR prepares for its next chapter, one thing is clear: the balancing act between innovation and heritage is more delicate than ever—and the world is watching.