Jakarta, huutoanland Indonesia
–
President of the United States (US)
Donald Trump
gave sharp criticism of advertising campaigns
Jaguar
which he judged to carry too narrative ‘
Woke
‘.
Term
Woke
Referring to conservative allusions of content that is considered too emphasizing social issues, such as gender inclusivity, diversity of identities or values that fight traditional conservative norms.
Say
Woke
Trump used as a form of rejection of marketing campaigns that were considered more busy raising social themes rather than promoting products.
The term, which initially means ‘socially aware’, is now widely used negatively to attack all forms of campaigns that are considered too political, too liberal, or too focused on the issue of identity.
Trump said that the Jaguar advertisement was embarrassing because it did not display a single Jaguar car, but only accentuated the models of appearance
Androgini
or someone with physical character or style that obscures the difference between men and women.
In addition, the use of slogans is considered unclear like
live vivid
or an expression of lifestyle which means ‘colorful life’ or ‘living expressively’.
The ad style itself is called
Avant-Garde
, the term used to refer to an experimental art or design approach, unconventional and often difficult for ordinary people to understand.
“Who wants to buy Jaguar after seeing the embarrassing ad?”Trump wrote in his upload on the Truth social platform, as quoted from
huutoanland
, Wednesday (6/8).
Trump criticized the approach because according to him he did not sell cars, but ideology.This criticism arises in line with concerns from some conservative parties that large companies prioritize socio-political images rather than focus on their core products.
He also claimed that the ad had caused the destruction of the company’s value up to billions of dollars.
Jaguar has not officially responded to the criticism.
Jaguar Land Rover (JLR) is currently owned by Tata Motors, an Indian company that acquired the brand from Ford in 2008.
Jaguar does not have its own market capitalization because it is not a public company.While Tata Motors as a parent business remains stable with a valuation of around US $ 28 billion.
Even so, Jaguar is indeed in the middle of a major transition period.Since 2024, the British luxury car brand has stopped all conventional car production as a step to transform into a full electric vehicle manufacturer.
The decision made Jaguar not sell a single car unit since last year.So it is natural that the report on the European car manufacturer’s association recorded Jaguar sales in April 2025 plummeted to 97.5 percent compared to the same period the previous year.
Although the decline can be explained, the news still triggered a strong response from Trump and a number of conservative figures.Outside of controversial advertisements, Jaguar also chose an unusual path to introduce his future.
At the end of 2024, Jaguar showed off the type 00 concept car at the Miami Art Week event, not at the automotive exhibition.This model is indeed not intended to be produced, but rather is a picture of the direction of Jaguar’s future design.
Jaguar has not yet announced when it will restart the production of cars for the market.
Last week, Jaguar Land Rover CEO Adrian Mardell officially resigned after 35 years of a career at the company.He left the top position after successfully cutting billions of dollars and carrying JLR scored a profit for nine quarters in a row, driven by SUV sales.
As a substitute, Tata Motors appointed P.B.Balaji who currently serves as CFO Tata.As the new Jaguar Land Rover CEO, he will start serving in November 2025.
(Job/Fea)
[Gambas: huutoanland video]
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