Trump Attacks Jaguar as Firm Names New Boss Amid Rebranding Controversy

US President Donald Trump has attacked Jaguar Land Rover (JLR) after its boss resigned, calling the firm's recent marketing campaign "stupid" and "woke". JLR named PB Balaji, the finance chief of Tata Motors, as its new chief executive. Trump also praised American Eagle's viral marketing campaign, saying it was the "HOTTEST" ad out there.

US President Donald Trump has lambasted Jaguar Land Rover (JLR) following the resignation of its CEO, Adrian Mardell, and the company's recent marketing campaign. Trump, on his Truth Social platform, described the ad campaign as "stupid" and "woke," expressing his disapproval [1].

Mardell, who had been with JLR for over three decades and served as CEO for the past three years, announced his resignation in July 2025. The company appointed P.B. Balaji, the current group chief financial officer of Tata Motors, as Mardell's successor [2].

Trump's criticism comes on the heels of JLR's "Copy Nothing" ad campaign, which featured models in bright, androgynous clothing and did not include any vehicles. The ad, released in November 2024, sparked controversy and drew millions of views on social media [1].

In response to the ad campaign, Trump wrote on his social media platform: "Jaguar did a stupid, and seriously WOKE advertisement, THAT IS A TOTAL DISASTER! The CEO just resigned in disgrace, and the company is in absolute turmoil" [1].

In a separate tweet, Trump praised American Eagle's marketing campaign with actress Sydney Sweeney, describing it as the "HOTTEST" ad out there. This tweet led to a significant increase in American Eagle's stock price, with shares surging by 23 percent [4].

Balaji, who will become the first Indian to lead JLR, has been associated with Tata Motors for many years and is known for his financial acumen. His appointment reflects Tata Motors' broader corporate realignment aimed at granting individual businesses greater operational autonomy [3].

References:
[1] https://www.usatoday.com/story/money/2025/08/04/trump-rips-jaguar-ad-after-ceos-resignation/85513352007/
[2] https://www.reuters.com/sustainability/boards-policy-regulation/jaguar-land-rover-names-tata-motors-cfo-top-boss-2025-08-04/
[3] https://economictimes.indiatimes.com/industry/auto/auto-news/tata-motors-elevates-pb-balaji-to-jlr-ceo-role-in-strategic-global-shift-a-first-for-an-indian/articleshow/123107661.cms
[4] https://www.cnbc.com/2025/08/04/american-eagle-aeo-stock-sydney-sweeney-trump.html