Donald Trump on Monday criticised Jaguar‘s rebranding campaign and linked it to recent leadership changes at the British carmaker, calling last year’s rebrand “stupid” and “WOKE.”
The post started by praising the American Eagle advertisement with the actress Sidney Sweeney followed by the example of Jaguar’s rebrand as “a disaster.”
“Jaguar did a stupid, and seriously WOKE, advertisement, THAT IS A DISASTER,” Trump wrote on Truth Social, referring to the video campaign that featured brightly dressed models and the tagline “Copy Nothing,” but did not show any cars.
Below is the rebrand video released by Jaguar last November.
“The CEO just resigned, the company is in turmoil,” he added, comparing the situation to Bud Light’s 2023 backlash, which he claimed “destroyed” the brand.
Trump’s remarks come a few days after Jaguar Land Rover (JLR) confirmed that Adrian Mardell, its chief executive since 2023, would step down after more than 30 years at the company.
A spokesperson said Mardell had long planned to retire after three years as CEO, and that a successor would be named in due course.
“Shouldn’t they [Jaguar] have learned a lesson from Bud Lite, which went Woke and essentially destroyed, in a short but very Woke campaign, the Company,” Trump added.
The campaign, launched last November ahead of the brand’s planned shift to an all-electric lineup, sparked backlash for omitting any visual reference to Jaguar vehicles. Tesla CEO Elon Musk commented on the ad at the time, asking on social media, “Do you sell cars?”
In May, Jaguar began reviewing its global advertising account following sustained criticism of the brand overhaul, which included a new logo, color palette, and design language.
While JLR initially defended the campaign as a “renaissance,” the company is now reassessing its creative direction.
In April, the automaker paused exports of its British-built models to the United States for a month after Trump pushed for the imposition of a 25% tariff on imported vehicles.
Exports resumed in May, but the US — JLR’s largest market for Range Rover and Defender models — remains exposed to elevated trade risk.
Last month, JLR announced plans to cut up to 500 management jobs in the UK, citing pressures related to US tariffs and a decline in Jaguar sales as older models are phased out ahead of the brand’s EV relaunch in 2026.
Trump’s post also praised actress Sydney Sweeney for her role in an American Eagle campaign and took aim at Taylor Swift, continuing his broader criticism of what he calls “woke capitalism.”
Jaguar’s first new EV model is expected to debut in 2026.
