Jaguar CEO to Step Down After Controversial Rebranding Campaign

Jaguar's CEO, Adrian Mardell, has announced his upcoming retirement, effective December 31, following the company's recent controversial advertising campaign aimed at rebranding as socially progressive. Mardell, who has served as CEO for three years and dedicated thirty years to Jaguar Land Rover, departs amidst significant public debate. The controversy centered around a November advertisement featuring androgynous models clad in vibrant, futuristic attire, accompanied by slogans such as "Copy Nothing," "Create Exuberant," "Live Vivid," "Delete Ordinary," and "Break Moulds." Notably, the ad did not showcase any vehicles. The campaign sparked mixed reactions: some critics likened it to the failed collaboration between Bud Light and Dylan Mulvaney, while others viewed it as a shift away from traditional LGBTQ-centric advertising. Within a day of release, the advertisement garnered nearly 47 million views and a high volume of comments, with some experts criticizing the approach as misaligned with current consumer sentiments. Jaguar defended the campaign as a bold step in its brand evolution, emphasizing innovation and transformation. Additionally, Jaguar's strategic moves contribu...