Jaguar Land Rover CEO Adrian Mardell has announced his retirement effective December 31, 2025, ending a 35‑year career at the company, including a three‑year tenure as CEO. His departure follows widespread criticism of Jaguar’s recent rebrand campaign—an avant‑garde, brightly‑colored “Copy Nothing” ad that featured no cars and was widely labeled “woke” by critics across social media.
Under Mardell’s leadership, Jaguar shifted toward an all‑electric ultra‑luxury strategy, unveiling the controversial Type 00 Concept and dropping its iconic growler logo. The campaign captured nearly 47 million views in 24 hours, but provoked sharp rebuke and drastic drops in sales—up to 97.5% in Europe and 85% globally compared to 2018 levels. Critics likened it to corporate misfires such as Bud Light 2.0.
Despite mounting pressure, Mardell achieved strong financial results: ten straight profitable quarters, elimination of £5 billion in debt, and Jaguar posting its best operational performance in a decade. Analysts note that Mardell may have intended a one‑term tenure, consistent with shifts due to U.S. tariffs and the brand’s EV transition.
Jaguar Land Rover now plans a relaunch as an all‑electric luxury brand in 2026, targeting price tiers over £100,000 with products built on the JEA platform. The F‑Pace remains Jaguar’s only remaining model, with internal combustion engines phased out. A successor to Mardell has not yet been named.
This high‑profile exit underscores broader tensions between marketing ideology and brand legacy. Jaguar’s bold rebrand may have amplified the story—but critics say it also alienated core customers and triggered an identity crisis for the brand. Mardell’s exit marks the end of a transformative and divisive era for Jaguar’s storied legacy.
