Shortly after the company appointed a new boss and underwent a contentious rebranding, US President Donald Trump launched an attack on Jaguar Land Rover (JLR). On Monday, Trump claimed on social media that JLR was in “absolute turmoil” and that its head had abandoned the company “in disgrace.” The current marketing effort was referred to as “woke” and “stupid” by the president.
JLR previously announced that its chief executive will be replaced in November by PB Balaji, the finance head of its parent company, Tata Motors. He will serve as the first Indian CEO of JLR.
After 35 years at the company, JLR CEO Adrian Mardell announced his retirement last week. He spearheaded the contentious decisions to forgo Jaguar’s recognizable cat emblem and concentrate on making electric vehicles.
According to JLR, his retirement was prearranged and had nothing to do with the uproar. Trump likened Jaguar to the American Eagle apparel brand, which is also gaining attention due to a viral marketing campaign, on his Truth Social platform. Following the release of contentious jeans ads featuring actress Sydney Sweeney, who is most known for her performance in the television series Euphoria, American Eagle’s stock price surged.
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