‘Woke is for losers’
None other than the American president Donald Trump has reacted to the departure of JLR-CEO Adrian Mardell. According to him, it is no surprise, after Jaguar’s relaunch last year.
JLR has a new CEO, because former CEO Adrian Mardell has called it quits. Mardell’s departure was unexpected, but not for Donald Trump. According to him, it is a sign that JLR must face the consequences after the high-profile relaunch of Jaguar as a brand with a completely new image. ‘Being woke is for losers,’ Trump said on Truth Social, citing Jaguar as an example. “Jaguar made a stupid and hugely woke commercial and it was a total disaster. The CEO just resigned out of pure shame and the company is in total chaos. Who wants a Jaguar after you’ve seen that disgraceful commercial?”
There has been criticism of Jaguar for some time because of that campaign, lately it has often been cited by Trump’s supporters as an example of ‘go woke, go broke‘. The collapsed sales figures of Jaguar are often mentioned. The fact that they have fallen drastically is due to the fact that Jaguar itself stopped production of the old model range, even before new models were on the market. However, that does not mean at all that Jaguar will set things right again when they are there. Jaguar director Rawdon Glover admitted earlier this year that the campaign may not have conveyed the right message.