Jaguar's recent rebranding has faced widespread criticism, including from Donald Trump, who labeled the changes as 'stupid and seriously woke.' The November 2024 rebranding aimed for a minimalist logo and an electric, fashion-focused image, but alienated long-time fans. Internal dissatisfaction is evident, as Jaguar ended its partnership with Accenture Song. The company is redirecting its strategy, focusing on fewer, higher-priced vehicles targeting the ultra-luxury market. The leadership transition will occur with PB Balaji stepping in as CEO in November 2025, following the resignation of longtime CEO Adrian Mardell due to the controversy.
The minimalist logo and campaign aimed at steering the brand toward an electric and fashion-focused future upset long-time fans who felt the company had abandoned its heritage.
Leaked letters suggest Jaguar itself was unhappy with the rebrand, resulting in the termination of its partnership with Accenture Song.
Trump's Truth Social post criticized Jaguar's new marketing strategy, calling it 'stupid' while praising competing brand American Eagle's recent ad campaign.
Jaguar plans to shift its strategy by producing fewer cars at higher prices, aiming to enter the ultra-luxury market alongside brands like Bentley and Aston Martin.
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