President Donald Trump slammed Jaguar’s Land Rover ad as woke and stupid following a leadership change at the automaker. Trump posted the comments on social media Monday evening, shortly after JLR named PB Balaji its incoming chief executive.
The president accused the company of being in absolute turmoil, adding that its current CEO has resigned in disgrace. Trump criticized the brand’s recent ad, which features diverse models in bold outfits, saying it alienates potential luxury buyers.
Balaji will become JLR’s first Indian CEO in November after current CEO Adrian Mardell steps down following a 35-year career. Mardell led the rebranding effort and previously unveiled a controversial electric concept car accompanied by a social media campaign.
During his tenure, JLR faced backlash for moving away from its iconic leaping cat logo and traditional luxury car styling. The 30-second clip promoting the new brand direction went viral but received fierce criticism from conservatives and car enthusiasts alike.
Tesla CEO Elon Musk also mocked the ad, questioning whether JLR still sells cars amid the rebranded vehicle-free presentation. Balaji, who currently serves as Tata Motors’ chief financial officer, called his new appointment a privilege and pledged continued innovation.
JLR has struggled with US tariffs, leading to a 15.1% drop in quarterly sales and voluntary cuts to 500 UK manager jobs. Despite the dip, JLR reported 10 straight profitable quarters and hopes a new UK-US trade deal will improve export conditions. The company recently delayed its electric Range Rover and two Jaguar EVs due to resting needs and slower-than-expected demand.
