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Trump Slams Jaguar’s ‘Woke’ Rebranding as Firm Names First Indian CEO

Donald Trump criticized Jaguar Land Rover’s rebranding as “woke” following the announcement of PB Balaji as its first Indian CEO. The former president mocked the company’s ad campaign and electrification plans, highlighting growing political backlash as JLR shifts its brand identity and prepares for the launch of its electric vehicle lineup.


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Former US President Donald Trump has lashed out at British automaker Jaguar Land Rover (JLR) following the company’s recent leadership change and a bold rebranding campaign. Taking to his Truth Social platform, Trump claimed the company was in “absolute turmoil” and mocked its latest marketing direction as “woke” and “disgraceful.”

The criticism came shortly after JLR announced PB Balaji as its next chief executive. Balaji, currently the CFO of Tata Motors — JLR’s parent company — will become Jaguar’s first Indian CEO when he steps into the role in November. His appointment comes amid a period of significant transition for the company as it prepares to launch its first all-electric vehicle lineup in 2026.

Trump didn’t hold back, comparing Jaguar’s controversial marketing campaign with a recent ad from American Eagle, a US fashion brand that saw a surge in popularity after featuring actress Sydney Sweeney. The former president praised American Eagle’s strategy, calling it “the hottest ad out there,” while calling Jaguar’s approach “a total disaster.”

Jaguar’s recent concept campaign for its electric Type 00 model received mixed reactions online. The promotional ad featured brightly dressed models in a surreal, hot pink desert landscape — with no actual cars in sight and the iconic Jaguar logo removed. While some hailed the visuals as innovative, others felt it strayed too far from the brand’s heritage.

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The backlash intensified after outgoing CEO Adrian Mardell’s decision to retire, having overseen the shift toward electrification and a broader rebranding effort. As part of its ongoing restructuring, JLR also announced job cuts affecting 500 UK-based management roles.

Trump’s comments come as international automakers, including JLR, brace for potential disruptions from renewed US tariffs under his administration.

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Arijit Dutta

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