Donald Trump is back at it again—this time taking aim at a British car brand over what he calls a “woke disaster.”
And in typical Trump fashion, he made his point by comparing two very different marketing campaigns: one starring Euphoria actress Sydney Sweeney and the other from Jaguar.
The former president had some fiery words on social media, accusing Jaguar of self-sabotage, just days after the company’s CEO announced his retirement.
Sydney’s Ad Is a Win, Jaguar’s Is a “Disgrace,” Trump Says
On his Truth Social platform, Trump praised Sydney Sweeney—who he noted is a registered Republican—for her American Eagle jeans ad, calling it the “hottest” out there.
According to him, her campaign has jeans “flying off the shelves.”
Then came the contrast.
“Jaguar did a stupid, seriously woke advertisement.
THAT is a total disaster,” Trump ranted, claiming the brand is in “absolute turmoil.”
He mocked the company’s flashy ad featuring colorfully dressed models and suggested Jaguar should have “learned a lesson from Bud Lite,” referencing that brand’s own backlash over “woke” marketing decisions.
He wrapped up the post with his usual punch: “Being woke is losers.”
CEO Stepping Down Amid Jaguar’s Big Brand Shake-Up
Trump’s post coincided with news that Adrian Mardell, Jaguar Land Rover’s longtime executive, will step down at the end of the year.
Mardell, who has spent more than 30 years with the company and served as CEO for the last two, has overseen some of the most radical changes in Jaguar’s recent history.
The biggest? A total rebrand aimed at turning Jaguar into an all-electric luxury carmaker by 2026.
The Rebrand That Sparked a Firestorm
Jaguar’s makeover started gaining attention in late 2023, especially after the company ditched its iconic “growler” big cat logo.
In its place came a sleek, minimalist geometric “J”—a design that left some longtime fans furious, comparing it to something you’d see on a handbag rather than the hood of a high-performance vehicle.
Shortly after, Jaguar Europe reported a jaw-dropping 97.5% drop in sales—fueling criticism from those who felt the rebrand had completely missed the mark.
Jaguar Responds to the Backlash
But Jaguar insists the numbers don’t tell the full story.
The company says this steep sales dip isn’t a reflection of public backlash, but simply the result of halting production of several legacy models—including the XE, XF, F-TYPE, I-PACE, and E-PACE—in preparation for their electric relaunch.
In fact, Jaguar stopped selling all current models in November 2024 as part of what they’re calling a “sunset” period.
A spokesperson for Jaguar Land Rover defended the company’s direction, saying, “Comparing Jaguar sales to 2024 is pointless as we are no longer producing vehicles in 2025 with low levels of retail inventory available.”
Electric Dreams or Brand Identity Crisis?
Jaguar’s major pivot is part of a broader strategic overhaul called the “Reimagine strategy,” first unveiled in 2021.
The brand wants to reposition itself as a cutting-edge, high-end electric automaker—leaving behind its traditional sporty image.
Still, not everyone’s convinced this approach is the right move.
JLR’s Managing Director Rawdon Glover told The Financial Times that the brand had to do something bold.
“If we play in the same way that everybody else does, we’ll just get drowned out,” he said.
But for critics like Trump—and plenty of Jaguar loyalists—the brand may have gone too far, too fast.
No Official Launch Date for the New Fleet Yet
Jaguar hasn’t revealed exactly when its new line of all-electric cars will hit the market.
For now, it’s in a holding pattern, with no vehicles currently available for sale in the UK or many other regions.
That vacuum is adding fuel to the fire as critics question whether the rebrand was premature—or even necessary.
And with Jaguar stuck in the middle of a political culture war and corporate identity crisis, one thing’s for sure: the road ahead looks anything but smooth.