Jaguar CEO to retire after ‘copy nothing’ rebrand that scrapped car images and caused 97.5% drop in European sales

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Jaguar Land Rover CEO Adrian Mardell will leave in December 2025 after three years as boss. The company’s new ad campaign dropped the Jaguar logo and showed models, not cars. Many people did not like it.

A Jaguar Land Rover spokesperson said, “Adrian Mardell has expressed his desire to retire from JLR after three years as CEO and 35 years with the company.”
https://www.financialexpress.com/world-news/who-is-adrian-mardell-jaguar-land-rover-boss-behind-woke-rebrand-to-step-down-after-over-3-decades/3933216/

The campaign used the slogan “copy nothing” and did not show cars. It got criticism from Elon Musk and Nigel Farage.
https://www.financialexpress.com/world-news/who-is-adrian-mardell-jaguar-land-rover-boss-behind-woke-rebrand-to-step-down-after-over-3-decades/3933216/

Jaguar sales in Europe fell 97.5%, from 1,961 cars in April 2024 to 49 in April 2025.
https://www.dailycaller.com/2025/07/31/jaguar-ceo-adrian-mardell-stepping-down-rebrand/

  • The rebrand dropped the classic Jaguar logo and showed no cars

  • CEO is leaving amid complaints

  • Sales in Europe dropped 97.5%

The new ads did not show the cars people expect. Jaguar plans to make fully electric cars costing over £100,000 by 2026.

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