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5d ago

Jaguar’s Incoming CEO Defends Controversial Rebrand Despite Near-50% Profit Drop

Balaji cites positive customer response to the Type 00 EV concept as justification for Jaguar’s all-electric relaunch plan despite a near-50% fall in quarterly profits.

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Overview

  • P.B. Balaji, current Tata Motors CFO and Jaguar Land Rover’s incoming CEO in November, publicly defended the ‘copy nothing’ campaign and mirrored ‘J’ logo, saying customer feedback has been encouraging.
  • The rebrand ushers in a minimalist new identity and lifestyle marketing ahead of the Type 00 concept’s preview of Jaguar’s upscale electric models due from 2026.
  • Jaguar Land Rover said US tariffs imposed this year had a “direct and material impact” on profitability and cash flow for the quarter to end-June.
  • After pausing US deliveries under threat of 25% levies, JLR resumed exports when a UK-US trade deal capped tariffs at 10% on the first 100,000 units annually.
  • High-profile critics including President Trump, Elon Musk and Nigel Farage have denounced the overhaul as overly “woke,” but Balaji insists on pressing ahead with the strategy.