Donald Trump Launches Scathing Attack on Jaguar: “A Total Disaster”
This page is translated from the original post "Donald Trump tire à boulets rouges sur Jaguar : “Un désastre total”" in French.
- 12/08/2025 14:34
As if American opposition wasn’t enough, Donald Trump has found a new unexpected adversary: Jaguar.
The American president deemed it appropriate to once again break his very relative reserve towards the automotive industry by criticizing the latest advertising campaign of the British brand, which he described as “stupid and dangerously woke”, while mentioning an “absolute chaos” at the head of the company. Just that.
The statements, published on Truth Social, come at a delicate time for JLR (Jaguar Land Rover), which is undergoing a leadership change. The manufacturer has just appointed P.B. Balaji, former CFO of Tata Motors, as CEO, succeeding Adrian Mardell. Balaji thus becomes the first Indian leader in Jaguar’s history. Why does this irritate Donald Trump so much? Who knows…
Does Trump regret historic Jaguar?
The American head of state criticizes Jaguar for an advertisement that, sacrilegiously, shows no vehicles. Instead, there are models with varied profiles, slogans like “Don’t copy anyone” or “Live intensely”, and an arty atmosphere meant to embody the “new Jaguar.” For Trump, it’s “a total disaster” that allegedly precipitated the departure of the previous boss.
However, JLR staunchly defends its strategy. Jaguar is set to become 100% electric by 2026, as part of its “Reimagine” plan, and reposition itself as a sustainable luxury brand. But the context is not helping. In the United States, sales fell by 15% this spring, weighed down by the tariffs imposed by the Trump administration itself. In Europe, the spectacular decline of 97.5% in April is said by the brand to be due to the end of production of certain thermal models, not to the “new identity” being too avant-garde.
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It should be noted that Jaguar is emerging from a radical image overhaul. Since 2023, the JLR group has aligned its four brands – Jaguar, Range Rover, Defender, and Discovery – into distinct universes. The result is a concept car that divides opinions between love at first sight and shrugging shoulders, and campaigns that generate more talk than sales.
With the arrival of P.B. Balaji, the manufacturer may revise its marketing approach, aiming to reconcile electric ambitions and British heritage. In the meantime, Jaguar has gained a global spotlight thanks to Trump. But it’s not certain that this is exactly the type of advertising they had in mind.
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