Jaguar Land Rover's incoming chief executive has mounted a defence of the luxury carmaker's radical rebranding, which attracted fierce criticism over its 'woke' makeover.
PB Balaji, currently finance chief at parent company Tata Motors and set to assume leadership in November, insisted the controversial overhaul has generated enthusiasm among potential buyers.
The luxury marque's transformation involves abandoning its famous leaping feline emblem in favour of a bold new visual identity.
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Last November, the company revealed an advertisement featuring models in vibrant attire against a bright Miami Pink, otherworldly backdrop, followed by the unveiling of a pink concept vehicle that drew comparisons to the Thunderbirds' limousine.
Incoming JLR CEO PB Balaji commented on the controversial rebrand of Jaguar
|JAGUAR LAND ROVER
The dramatic shift sparked widespread ridicule across social media platforms. Tesla chief Elon Musk joined the chorus of critics, whilst Reform UK leader Nigel Farage condemned the campaign, accusing Jaguar of going "absolutely bonkers showing a bunch of weirdos".
The rebrand represents a complete departure from the brand's traditional imagery as it transitions towards becoming an exclusively electric vehicle manufacturer.
Speaking to reporters, Balaji said: "We have put our plans together, the cars are being revealed, they're getting an exciting response from the customers on the ground. Therefore, that's what the strategy is."
His comments follow a barrage of criticism from high-profile figures, including US President Donald Trump, Tesla's Elon Musk and Reform UK's Nigel Farage.
Adrian Mardell announced his intention to step down as JLR CEO in July | REUTERSLast week, Trump launched a scathing attack on the British luxury brand via his Truth Social platform. He declared: "Jaguar did a stupid, and seriously WOKE advertisement, THAT IS A TOTAL DISASTER!
"The CEO just resigned in disgrace, and the company is in absolute turmoil. Who wants to buy a Jaguar after looking at that disgraceful ad."
The president's post incorrectly suggested the chief executive had departed due to the rebrand controversy.
Adrian Mardell, 64, had previously announced plans to retire this year, with Balaji scheduled to succeed him as part of a planned transition.
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Jaguar Land Rover announced the overhaul of the Jaguar brand last November | JAGUAR LAND ROVER
When questioned about Trump's critique, Balaji highlighted broader difficulties facing automotive manufacturers globally. "You need to compare our numbers vis-à-vis how others are delivering," he stated.
Jaguar has been dealing with economic challenges over the last five years, with the coronavirus pandemic taking a toll on the automaker.
Outgoing CEO Adrian Mardell has been widely credited as helping the brand survive and making it profitable again.
Like most other manufacturers, Jaguar Land Rover suffered earlier this year as President Donald Trump's 25 per cent tariff on foreign car imports was rolled out.
The new Jaguar maker's mark | JAGUAR LAND ROVER
The UK has secured a trade deal with the United States for a tariff rate of 10 per cent, with the brand hoping the trade agreement would "significantly reduce the financial impact of US tariffs going forward".
JLR said the tariffs had a "direct and material impact on profitability and cash flow in the period".
The company is expected to announce further details on the upcoming Typee 00 electric car, with hopes that production will begin next year.