Former US President Attacks JLR as Company Names First Indian CEO
Jaguar Land Rover (JLR), the UK’s largest car manufacturer, has found itself in the crosshairs of former US President Donald Trump, who took aim at the company’s rebranding efforts and recent leadership change, calling the brand “in absolute turmoil.”
Just hours after JLR announced PB Balaji as its incoming Chief Executive Officer, Trump lashed out on his Truth Social platform, calling the company’s latest advertisement campaign “stupid, and seriously WOKE.”
Trump’s Criticism: ‘Disgraceful Ad’ and Leadership Turmoil
In his Monday evening post, Trump claimed the previous CEO “resigned in disgrace” and mocked JLR’s advertising approach:
“Who wants to buy a Jaguar after looking at that disgraceful ad?”
The ad in question featured a diverse cast of models in vivid outfits with no cars shown — a creative decision that instantly polarized social media and was viewed by over 160 million users. Trump’s criticism echoes previous backlash from rightwing figures, including Tesla CEO Elon Musk who snarked: “Do you sell cars?”
New Leadership: PB Balaji Steps In As JLR’s First Indian CEO
Despite the controversy, JLR is pushing forward with a major leadership transition. PB Balaji, currently group CFO at Tata Motors (JLR’s Indian parent company), will become the company’s first Indian chief executive in November.
Balaji said it was his “privilege” to lead the iconic brand through its next chapter:
“I look forward to working with the team to take it to even greater heights.”
He replaces Adrian Mardell, a 35-year veteran of the company, who served three years as CEO. Mardell said he was proud to have “cemented JLR’s position in the automotive industry during a time of incredible change.”
Financial Pressures: Tariffs, Sales Drops, and Delays
JLR has been grappling with a number of challenges, including:
- A 15.1% drop in sales in Q2 2025 due to temporary export pauses to the US amid Trump-era tariffs.
- A voluntary redundancy program aimed at cutting up to 500 managerial roles.
- Delays in major product launches, notably the electric Range Rover and upcoming electric Jaguar models, now pushed to 2026 and beyond.
The company is hoping to rebound as the newly implemented UK-US trade deal offers relief in the form of reduced tariffs—10% on the first 100,000 car exports.
JLR has now posted profits for 10 consecutive quarters thanks to its turnaround efforts, but the delay in electrification continues to raise investor concerns. The company remains slower than key rivals in fully pivoting to EVs.
The Ad Campaign: Bold Branding or Costly Misfire?
Last November, JLR launched a bold rebrand with the tagline “Copy Nothing,” releasing a 30-second social clip that showcased high fashion and cultural symbolism rather than showcasing its cars.
The ad was met with harsh backlash from certain groups, who viewed it as unnecessarily political or identity-focused. Despite its record reach on social media, it prompted questions around the effectiveness of modern branding in the automotive space.
JLR’s managing director publicly defended the campaign, stating he was “disappointed by the vile hatred and intolerance” directed at the diverse models featured.
What’s Next for JLR?
As the company transitions to new leadership, all eyes will be on PB Balaji to restore focus on product delivery and global competitiveness. Balaji inherits:
- A brand under political and media scrutiny
- A transition toward electrification amid delays
- Financial pressure from US trade headwinds
Yet with a profitable streak and a high-profile leadership change, JLR could still realign its strategy and reclaim its place among the world’s premier automotive marques — if it can successfully navigate both boardroom and branding challenges.
The question remains: will Balaji’s vision steer JLR out of controversy and into innovation, or will the backlash overshadow its bold ambitions?