by Donald Trump criticizes Jaguar for ‘woke’ rebranding
Former US President Donald Trump sharply reacted to Jaguar’s 2024 advertising campaign, calling it ‘woke’ and unsuccessful. He also stated that because of this campaign, the company’s CEO Adrian Mardell resigned ‘in disgrace’. In reality, Mardell announced his retirement after 35 years of work at Jaguar Land Rover, and his successor is the CFO of the parent company Tata, PB Balaji.
Trump compared the Jaguar advertisement, which did not show any car but focused on multiculturalism, to the American Eagle advertisement with actress Sydney Sweeney. He wrote on social media:
“On the other hand, Jaguar made a stupid and seriously ‘woke’ advertisement, which is a complete failure! The CEO just resigned in disgrace, and the company is in absolute chaos. Who would want to buy a Jaguar after seeing this shameful advertisement?”
Leadership changes at Jaguar
The new CEO of Jaguar Land Rover, PB Balaji, has worked at Tata since 2017 as CFO. He has 32 years of experience in the automotive and consumer industries, as well as an engineering education. Mardell, on the other hand, leaves the company after a successful period during which Jaguar overcame the difficult times of the pandemic and achieved the best financial results in recent years.
The Jaguar rebranding, which became the object of Trump’s criticism, was part of the company’s strategy to transition to a higher market segment and electric vehicles. Although the campaign sparked controversial reactions, it also provided significant media coverage for the brand and its new electric concepts. Despite Trump’s claims, there is no evidence that Mardell’s resignation is specifically related to this advertisement.
PB Balaji commented on his appointment:
“It is an honor for me to lead this incredible company. Over the past 8 years, I have learned a lot about this company and its impressive global brands. I look forward to collaborating with the team to take it to even greater heights.”
Trump’s reaction to the events at Jaguar underscores how politicized corporate decisions can become, especially when it comes to sensitive topics such as social justice and corporate responsibility. Regardless of the former president’s motives, his statement drew attention to the challenges automakers face when transforming brands in the new economic and social reality.
