Trump Targets Jaguar’s ‘Woke’ Rebrand Amid Tata’s Big Gamble with Indian CEO
US President Donald Trump launched a new social media diatribe against UK automaker Jaguar Land Rover (JLR), accusing the firm of entering "total crisis" and calling its new marketing campaign "dumb" and "woke." His remarks were made a few days after JLR announced a daring rebranding that included the removal of Jaguar's recognizable leaping cat badge and recruited PB Balaji of Tata Motors as its first-ever Indian CEO.
Trump compared the company’s ad campaign to the Bud Light fiasco, warning that the market damage could be “unprecedented.” His remarks also hinted at political undertones, linking brand decisions to a wider anti-woke narrative.
Trump made the comments on his platform, Truth Social, on August 4. He called the Jaguar ad “a total disaster” and mocked its hot-pink desert visuals with no cars or logos in sight. The campaign, which promotes JLR’s electric future, aimed to reimagine Jaguar’s brand identity.
But Trump wasn’t impressed. “Jaguar did a stupid and seriously WOKE advertisement,” he wrote, comparing it unfavourably to American Eagle’s ad starring Republican actress Sydney Sweeney. “Who wants to buy a Jaguar after looking at that disgraceful ad?” he asked.
He also accused outgoing CEO Adrian Mardell of resigning “in disgrace.” Mardell had led JLR through its most profitable period in over a decade but pushed controversial changes, including the rebrand and a pivot to electric vehicles. The company, however, insists his exit was long-planned.
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PB Balaji, the current finance chief of Tata Motors, will officially become CEO of JLR in November. He replaces Mardell after a 35-year run with the company. Balaji’s appointment marks a major leadership shift for the British automaker, now firmly under Indian ownership.
His arrival comes during a crucial period. JLR plans to launch its first all-electric range by 2026. It also recently announced 500 management job cuts in the UK and faces challenges from Trump’s tariff threats on imported vehicles, especially from companies linked to India.
Trump’s remarks go beyond cars. He has turned brand decisions into a broader political battleground. In his post, he also attacked singer Taylor Swift, called her “no longer hot,” and claimed she was “booed out of the Super Bowl” after he criticized her on Truth Social.
He framed the Jaguar ad as another example of corporate “wokeness gone wrong,” like Bud Light’s marketing crisis. “Being WOKE is for losers, being Republican is what you want to be,” he declared, drawing a sharp political line between brand image and ideology.
ALSO READ: Jaguar CEO Adrian Mardell Resigns After ‘Woke’ Pink Rebrand
Tata Motors' decision to put an Indian in charge of a prestigious British corporation is a bold one. It shows India's growing dominance in the automotive industry worldwide.
But now, in the US market, JLR needs to balance design innovation, electric transition, and political perception to compete.
