Jaguar CEO to Step Down After Controversial Rebranding Campaign

Jaguar's CEO Adrian Mardell is set to retire at the end of this year following the company's recent controversy over a provocative advertising campaign aimed at rebranding the luxury automaker as progressive. Mardell, who has served as CEO for three years and contributed three decades to Jaguar Land Rover, announced his departure on December 31. The controversy arose after Jaguar released a campaign last November featuring androgynous models dressed in vibrant, futuristic attire, accompanied by bold slogans like "Copy Nothing," "Create Exuberant," "Live Vivid," "Delete Ordinary," and "Break Molds." Notably, the 30-second ad did not showcase any vehicles, focusing instead on a radical brand image shift. The campaign quickly garnered widespread attention online, accumulating nearly 47 million views within a day and sparking intense debate. Critics drew parallels to the backlash faced by brands like Bud Light over similar cultural messaging, with some accusing the ad of promoting controversial themes. In response, Jaguar defended the campaign, describing it as a bold reinvention aligned with their brand evolution. However, branding experts criticized the move, suggesting it misjudg...