by New Jaguar Boss Confirms Brand Strategy
Jaguar’s new CEO, PB Balaji, stated that the company does not intend to abandon its reboot program despite criticism. He emphasized that the Type 00 electric vehicle concept has received positive feedback from customers. Balaji is replacing Adrian Mardell, who is retiring after 35 years at Jaguar Land Rover.
“We have developed our plans, the cars are presented, and they are receiving enthusiastic feedback from customers,” said Balaji.
Reaction to Criticism
The new CEO’s comments came after sharp criticism from former US President Donald Trump, who called Jaguar’s marketing campaign “horrible” and stated that the company was in “chaos.” Trump also baselessly claimed that the former head, Mardell, had resigned due to a scandal.
Jaguar unveiled its electric concept in Miami in December 2023 as part of the brand’s strategy to transition into the premium segment. However, the company had previously faced ridicule for a campaign that did not show any cars but was meant to symbolize the “birth of a new Jaguar.”
“We were not trying to be ‘woke.’ We chose creative concepts because they were modern and bold,” noted brand chief Rawdon Glover.
The company acknowledges that its new approach may alienate some conservative customers, but this is not forcing them to change course. Jaguar is preparing to enter the market with new premium electric vehicles designed to compete with brands like Bentley.
Recent events around Jaguar show how the brand’s transformation is causing controversy, but the company’s management is confident in the chosen path. At the same time, growing competition in the electric vehicle market is forcing manufacturers to find new ways to stand out, which sometimes leads to controversial marketing decisions.
