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3w ago

Jaguar Land Rover Appoints PB Balaji as CEO While Navigating Political Backlash

The move cements a long-planned leadership transition as the automaker prepares to launch its first all-electric models under intense scrutiny over its avant-garde branding

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A finished Jaguar XJ automobile moves through the final inspection area on the production line.

Overview

  • JLR confirmed PB Balaji, group finance chief of parent Tata Motors, will become its first Indian CEO in November, fulfilling a retirement plan set months ago by Adrian Mardell.
  • Adrian Mardell steps down after three years as chief executive and 35 years with the company, a tenure defined by the 2024 “Copy Nothing” campaign to accelerate Jaguar’s shift to an electric-only lineup.
  • The abstract rebrand, which showcased androgynous models and vibrant visuals without featuring any vehicles, drew viral mockery and accusations of “woke” marketing from critics.
  • President Trump denounced the campaign on Truth Social as “a total disaster,” likening JLR’s fallout to Bud Light’s 2023 controversy while praising Sydney Sweeney’s American Eagle jeans ad.
  • Jaguar Land Rover is preparing to launch its first all-electric series in 2026 and is reassessing its global marketing strategy amid U.S. tariff pressures and consumer skepticism.