Jaguar, the luxury British luxury carmaker, is now in the crosshairs after a torrent of bullets was fired by ex- President Donald Trump on Twitter. The comments come on the heels of Adrian Mardell’s resignation as the chief executive of Jaguar Land Rover (JLR), which has stirred debates about the company’s direction and recent marketing strategies.
Late last year Jaguar launched an audacious new global rebranding campaign. Their spectacular ad put colourful, beautifully dressed idols in front of a contrasting hot pink, desert-like landscape. Notably, the ad did not feature any cars or the iconic Jaguar logo, leading to mixed reactions from the public and stakeholders alike.
Even Trump wasn’t shy in his criticism of the state, calling JLR “in complete chaos.” His comments came on the heels of Mardell’s announcement of retirement last week – which he called coming “in disgrace.” Under Mardell’s leadership, the company attempted to move away from its traditional branding, including the decision to abandon Jaguar’s iconic cat logo in favor of a focus on producing electric vehicles.
With Mardell’s departure, PB Balaji, currently the finance chief of Tata Motors—Jaguar’s parent company—will step in as chief executive this November. The company’s leadership transition comes at an especially critical time. It’s doing everything it can to reinvent its corporate brand image and to re-establish its position in the market.
Then Trump undercut the entire recent advertising strategy with a simple post. He likened it to the viral marketing efforts of American Eagle, one of the largest US apparel retailers. He expressed disapproval of Jaguar’s strategy, questioning its effectiveness by asking, “Who wants to buy a Jaguar after looking at that disgraceful ad?”
“Who wants to buy a Jaguar after looking at that disgraceful ad” – US President Donald Trump
He praised American Eagle’s marketing efforts, labeling them as the “‘HOTTEST’ ad out there.” This contrast reveals Trump’s deep-seated conviction that brand identity ought to appeal to the consumer in a more classical and familiar spirit.