Trump attacks 'woke' Jaguar as firm names new boss

US President Donald Trump has criticized Jaguar Land Rover, a well-known British car company, after it announced a new chief executive and began a major rebranding effort. Trump posted on social media that Jaguar Land Rover was in 'absolute turmoil' and claimed that its outgoing boss had left 'in disgrace. ' He also called the company's latest marketing campaign 'stupid' and 'woke,' suggesting that it was a mistake. Jaguar Land Rover, which is owned by the Indian company Tata Motors, recently announced that Mr Balaji, the finance chief of Tata Motors, will become its new CEO in November. This will make him the first Indian to lead the company. The previous CEO, Adrian Mardell, had worked at Jaguar Land Rover for 35 years and led the company through some controversial changes, such as removing the iconic Jaguar cat logo and focusing more on electric vehicles. Despite the controversy, Mardell also helped the company achieve its best profits in a decade. The company said that Mardell's retirement was planned and not related to the recent criticism.

Trump compared Jaguar's new marketing campaign to that of American Eagle, a US clothing brand. American Eagle recently released a popular advertisement featuring actress Sydney Sweeney, who is known for her role in the TV series Euphoria. Trump praised the American Eagle ad, calling it the 'hottest' ad and complimented Sweeney, especially after reports that she is a registered Republican. In contrast, he called Jaguar's new advertisement a 'total disaster' and questioned who would want to buy a Jaguar after seeing it. The new Jaguar ad featured models dressed in bright colors posing in a hot pink, desert-like setting, but did not show any cars or the famous Jaguar logo. This marked a big change from Jaguar's usual style and target audience, and the ad received a lot of criticism online.

Jaguar Land Rover is undergoing significant changes as it prepares to launch its first all-electric range of cars in 2026. The unveiling of its new Type 00 concept car last year sparked mixed reactions. Some people on social media described the car as 'exciting' and 'absolutely stunning,' while others were less impressed and suggested that the designers should go back to the drawing board. The company is also dealing with challenges from US trade policies, including tariffs introduced by the Trump administration. In response, Jaguar Land Rover has announced plans to make changes in its UK operations. As the company moves forward with its rebranding and new leadership, it faces both opportunities and challenges in a rapidly changing automotive industry.