He described the automaker in a state of "absolute turmoil" and dismissed its latest ad campaign as "woke" and equally "a total disaster," moments after outgoing CEO Adrian Mardell resigned.
Trump opened up his posting on his social media platform Truth Social on Monday, claiming Mardell had stepped down "in disgrace" along with a dig at Jaguar as it takes the controversial decision to rename.
He also derided the company for replacing its traditional cat logo with a car-free, fashion-focused ad promoting an electric model.
First Indian To Lead Jaguar
The brand's parent company, Tata Motors, said its Group CFO, PB Balaji, will become CEO at Jaguar from November. He is the first Indian to head the British automaker.
Balaji comes into the job at a time of major upheaval. Jaguar is moving toward an all-electric future, confirming its first electric-only lineup in 2026. But not everybody is thrilled with the company's new direction.
Jaguar's reveal of the Type 00 electric concept car last year resulted in mixed reactions. Whether you liked its aggressive appearance or thought the design was too brash, you advised Toyota to think again about strategy.
Ad Controversy Sparks Backlash
A new advertisement from Jaguar represents the latest step in that rebranding, courtesy of models clad in brightly colored attire amid a hot pink, desert-like environment — no cars and no typical Jaguar logo to speak of Critics took to social media in response and slammed the commercial, accusing the brand of turning its back on its roots and previous customer base.
He cited the campaign as an off-target use of corporate marketing, using American Eagle's recent commercial with Sydney Sweeney as an example of what does get it right. In response to American Eagle's ad, he said it was the "'HOTTEST' out there" and that Jaguar's was "disgraceful".
"Who would buy a Jaguar after that disgusting commercial?" Trump said.
Political and Business Pressures
The critical tweet came as trade conflicts between Trump and foreign automakers began heating up. JLR, like many non-U. Has been impacted by tariff increases imposed by the Trump administration on many S. car companies.
Job 450 management jobs, which it put down to cost pressure and the move toward electric power. Jaguar to axe 500 managerial roles in UK.
Now, with PB Balaji's ascension to a significant spot at JLR in the UK, Jaguar enters a period where it must play its cards just right to create an offering that balances between fresh innovation, branding, and international politics, all under global leaders and a split consumer base.
