Tue, 05 Aug 2025

Tue, 05 Aug 2025 Trump attacks 'woke' Jaguar as firm appoints new boss

The UK-based brand has caused controversy with its plan to transform itself into an all-electric carmaker.
US President Donald Trump has attacked Jaguar Land Rover (JLR) on his social media platform, calling its new marketing campaign "stupid" and "woke". The company is currently undergoing a major rebranding effort, which includes ditching its iconic cat logo and shifting focus to electric cars. JLR's parent company Tata Motors announced last week that PB Balaji will become the firm's new CEO in November, marking the first time an Indian has held the position. Trump also compared JLR unfavorably to US clothing brand American Eagle, praising a recent campaign featuring actress Sydney Sweeney and calling it "the HOTTEST ad out there". In contrast, he criticized JLR's marketing efforts as a "total disaster", saying that they will deter people from buying Jaguar cars. JLR is undergoing significant changes, including the launch of its first all-electric range in 2026 and a major restructuring effort that includes cutting 500 management jobs in the UK. The company has also been impacted by US tariffs policies, which have affected sales globally. Meanwhile, American Eagle's recent campaign has sparked controversy in the US, with some accusing it of promoting "woke" values. However, shares in the company jumped after the launch of the ads, and Trump praised Sweeney as a "registered Republican".
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