Jaguar has once again found itself in the headlines—this time not for its luxury cars, but for a bold new jaguar ad that’s attracted fierce criticism, including a direct attack from former U.S. President Donald Trump. The controversy comes at a critical turning point for the British automaker, which is undergoing a radical rebranding and leadership change as it transitions into the electric vehicle era.
Trump Slams Jaguar’s ‘Woke’ Campaign
In a post on his Truth Social platform, Trump slammed the latest Jaguar ad as “stupid” and “seriously woke,” calling it a “total disaster.” The former President even went as far as to say, “Who wants to buy a Jaguar after looking at that disgraceful ad?” His comments come just days after Jaguar announced the retirement of CEO Adrian Mardell and the appointment of PB Balaji, currently Tata Motors’ CFO, as his replacement.
While Jaguar hasn’t officially responded to Trump’s remarks, the backlash has intensified the public debate surrounding the company’s new direction—one that’s deliberately distancing itself from traditional automotive tropes.
Rebranding Without the Cat
As part of its strategy to become an all-electric carmaker by 2026, Jaguar has removed its iconic leaping cat logo and opted for more abstract, conceptual marketing visuals. The controversial jaguar ad in question featured models in bold, brightly colored outfits posing in a desert-like environment—without any visible cars or brand emblems.
Intended to signal a fresh, artistic vision of the future, the campaign instead drew criticism across social media for lacking clarity and alienating Jaguar’s loyal, more conservative customer base. For a brand synonymous with British elegance and automotive prestige, this creative departure struck many as jarring.
New CEO, New Era
PB Balaji’s appointment marks a historic shift for the company, making him the first Indian CEO of Jaguar Land Rover. He steps into the role at a time of sweeping change—not just in marketing but in product strategy as well. The company plans to launch its first all-electric range in 2026, starting with the much-anticipated Type 00 concept car.
Reception to the concept car has been mixed. While some praised it as “absolutely stunning,” others dismissed it as “rubbish,” criticizing Jaguar for straying too far from its roots.
Balaji will need to navigate not only consumer expectations but also mounting global trade pressures, including tariffs from the U.S., which could squeeze profit margins even further.
A Legacy Brand at a Crossroads
Jaguar’s current transformation is perhaps the most radical in its modern history. With 500 management jobs set to be cut in the UK, the rebranding is about more than aesthetics—it’s about survival in a competitive and politically charged EV market.
Critics of the jaguar ad argue that such a dramatic pivot may erode brand loyalty. However, proponents suggest that bold moves are exactly what’s needed for Jaguar to remain relevant as younger, sustainability-conscious buyers enter the market.
Whether the strategy pays off remains to be seen, but one thing is certain: Jaguar is no longer just selling cars—it’s selling a vision of the future.
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