Trump slams Jaguar’s “woke” rebrand as CEO steps down. Latest on the controversial campaign that divided opinions and sparked political debate.
The luxury automotive world rarely finds itself at the center of political storms, but Jaguar’s recent rebranding campaign has done exactly that. When President Donald Trump took to Truth Social this week to blast the British automaker’s “woke” advertisement, he reignited a debate that started 9 months ago and shows no signs of cooling down.
What Started the Controversy?
Back in November 2024, Jaguar launched its most talked-about campaign in decades. The 30-second video titled “Copy Nothing” featured models of different ages, ethnicities, and genders wearing vibrant, futuristic clothing against bright pink backdrops. The catch? Not a single car appeared in the entire advertisement.
The campaign included bold statements like “live vivid,” “delete ordinary,” and “break molds,” all set to a techno soundtrack. Jaguar also unveiled a striking pink concept car at Miami Art Week in December, marking a dramatic departure from the brand’s traditional image.
The Numbers Behind the Backlash
The controversial rebrand generated massive online engagement, but not all of it was positive:
| Metric | Performance |
|---|---|
| YouTube Views | 4.7 million |
| Comments | Nearly 48,000 |
| European Sales Drop (April 2025) | 97.5% year-over-year |
| Company Value (Tata Motors) | $28 billion |
Trump’s Social Media Storm
President Trump’s recent Truth Social post didn’t hold back. He called Jaguar’s campaign “stupid, and seriously WOKE advertisement, THAT IS A TOTAL DISASTER!” The timing of his criticism coincided with the announcement that CEO Adrian Mardell would be stepping down after 35 years with the company.
Trump connected Mardell’s departure to the rebrand’s fallout, claiming the CEO “resigned in disgrace” and that the company was “in absolute turmoil.” He also drew parallels to Bud Light’s controversial campaign with transgender influencer Dylan Mulvaney, which saw the beer brand face significant backlash and sales declines.
The Political Context
Trump’s comments came while defending actress Sydney Sweeney, whose American Eagle campaign he praised as the “HOTTEST ad out there.” The contrast he drew between the two campaigns highlighted his broader message: “Being WOKE is for losers, being Republican is what you want to be.”
Industry Reality Check
While Trump claimed Jaguar faced “unprecedented market cap destruction,” the reality is more nuanced. Jaguar Land Rover has been owned by Indian conglomerate Tata Motors since 2008, meaning it doesn’t have an independent market cap. Tata Motors remains a stable $28 billion multinational corporation with diverse operations.
The dramatic 97.5% sales drop in Europe that made headlines wasn’t entirely due to the rebrand controversy. Jaguar had intentionally paused production of most models as part of its transition to an all-electric lineup, scheduled to begin with the Type 00 model in August 2026.
Leadership Changes and Future Direction
Adrian Mardell’s departure, while coinciding with the rebrand controversy, was officially described as a planned retirement after 3 years as CEO. Under his leadership, Jaguar Land Rover reported 9 consecutive profitable quarters and eliminated billions in debt.
The new CEO, PB Balaji, brings 32 years of automotive and consumer goods experience. He previously served as Chief Financial Officer at Tata Motors since 2017 and holds a mechanical engineering qualification, suggesting a technical understanding of the automotive industry.
The Marketing Strategy Behind the Madness
Jaguar’s rebrand wasn’t random – it was a calculated risk to attract younger demographics and distance the brand from its traditional “Jag Men” image. The company partnered with Accenture Interactive for the campaign, though internal design team members later criticized aspects of the external agency’s approach.
The strategy aimed to position Jaguar as a premium electric vehicle manufacturer, targeting customers willing to pay higher prices for innovative, sustainable luxury transportation. This shift reflects broader industry trends toward electrification and environmental consciousness.
Public Reaction: More Than Just Politics
The campaign divided opinions across political and cultural lines. Tesla CEO Elon Musk famously responded to the ad by asking, “Do you sell cars?” Reform UK leader Nigel Farage accused Jaguar of going “absolutely bonkers,” predicting the company would “go bust.”
However, supporters argued the campaign successfully brought Jaguar back into public consciousness after years of declining relevance. The 4.7 million YouTube views and extensive social media discussion generated more buzz than the brand had seen in decades.
Financial Impact and Market Response
Despite the controversy, Jaguar Land Rover’s financial performance remained relatively stable. Annual sales reached £25.2 billion for the year ending March 31, down slightly from £25.7 billion the previous year.
The company faced additional challenges when Trump imposed a 25% tariff on car imports, temporarily halting US sales worth approximately £6.5 billion annually. Jaguar Land Rover typically sells around 100,000 vehicles yearly in the American market.
The Broader Cultural Debate
The Jaguar controversy reflects deeper cultural tensions around corporate messaging and political identity. The term “woke,” originally meaning awareness of racial injustice, has evolved into a political flashpoint used to criticize perceived excessive political correctness or diversity initiatives.
Trump’s criticism extends beyond Jaguar to other brands he perceives as politically aligned against conservative values. His comparison to Bud Light serves as a warning to companies about potential consequences of controversial marketing decisions.
What’s Next for Jaguar?
Jaguar is proceeding with its electric vehicle transformation despite the rebrand controversy. The company recently conducted a review of its advertising account following sustained criticism and is reportedly reassessing its creative direction.
The upcoming Type 00 electric vehicle represents Jaguar’s commitment to its new direction. Whether the rebrand ultimately succeeds will depend on the actual vehicles’ quality, performance, and market reception rather than advertising campaigns alone.
Lessons for Other Brands
The Jaguar situation offers several insights for companies considering bold rebranding efforts:
Risk Assessment: Understanding potential backlash before launching controversial campaigns can help brands prepare response strategies and decide whether potential benefits outweigh risks.
Target Audience Clarity: Knowing exactly who you’re trying to reach and whether they align with your existing customer base prevents alienating core supporters while pursuing new demographics.
Execution Quality: Even well-intentioned campaigns can fail if execution doesn’t clearly communicate the brand’s value proposition or connect with intended audiences.
Frequently Asked Questions
Q: Did Jaguar’s CEO really resign because of the rebrand controversy?
A: No. Adrian Mardell announced his retirement after 35 years with the company, which JLR described as a planned departure, not a resignation in disgrace.
Q: Is Jaguar actually in financial trouble?
A: While sales declined, Jaguar Land Rover remains profitable with 9 consecutive profitable quarters under Mardell’s leadership and stable parent company Tata Motors.
Q: When will new Jaguar electric vehicles be available?
A: Jaguar plans to launch the Type 00 electric vehicle in August 2026, marking the brand’s transition to an all-electric lineup.
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