US President Donald Trump has revived the controversy associated with Jaguar's attempt to rebrand itself, slamming the advertisement campaign, calling it 'woke' and 'stupid'. He went on to claim that this failure became the reason for the company's CEO to resign in disgrace. The statement from President Trump came after praising American Eagle jeans for its ad featuring actress Sydney Sweeney, calling it the "hottest" ad.
"Sydney Sweeney, a registered Republican, has the 'HOTTEST' ad out there," Trump posted on Truth Social. "It's for American Eagle, and the jeans are 'flying off the shelves.' Go get 'em, Sydney!" Following the acclaim of an American Eagle jeans advertisement, which faced backlash for celebrating white America, Trump compared this campaign to Jaguar's diverse campaign that lacked any cars.
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"On the other side of the ledger, Jaguar did a stupid, and seriously WOKE advertisement, THAT IS A TOTAL DISASTER!" Trump wrote on Truth Social. "The CEO just resigned in disgrace, and the company is in absolute turmoil. Who wants to buy a Jaguar after looking at that disgraceful ad."
The comments from Donald Trump come as JLR has announced its new CEO. He is PB Balaji, who has been the finance chief of JLR's parent company, Tata, since 2017 and brings 32 years of experience in the automotive and consumer goods sectors, according to JLR. Balaji takes over from Adrian Mardell, who is retiring after a 35-year tenure at JLR, with the last three years spent as CEO following Thierry Bollore's exit.
Mardell has guided the company through a period of significant growth, achieving its best profits in years while managing challenges during the COVID-19 pandemic. Earlier this year, he stated that Jaguar wasn't aiming to be 'woke' and expressed that he was okay with losing some of its traditional customers in light of the brand's transformation. While there is no indication that Mardell's retirement is connected to the ad campaign's reception, Trump appears to imply otherwise.