The CEO of British luxury auto brand Jaguar is leaving the company eight months after its widely derided rebrand in 2024.
A spokesperson for Jaguar Land Rover (JLR) announced Thursday that CEO Adrian Mardell is leaving the company after three decades, according to Reuters.
“His successor will be announced in due course,” the spokesperson noted.
Mardell started at JLR in 1990 and became its chief financial officer in June 2019, before becoming CEO in November 2022.
Jaguar announced a jarring rebrand in November 2024 with a promotional video showing androgynous individuals and calls to action including, “delete ordinary,” “break moulds” — and the campaign’s tagline — “copy nothing.”(RELATED: Jaguar’s Sales Tank After Bizarre Non-Binary Rebrand)
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
The commercial was met with a deluge of mocking replies on X, including from Elon Musk, who pointed out that not once did Jaguar ever show its automobiles.
Do you sell cars?
— Elon Musk (@elonmusk) November 19, 2024
The ad’s online derision was followed by a drastic drop in sales, according to the New York Post, citing data from the European Automobile Manufacture’s Association. Jaguar sales dropped 97.5 percent in Europe following the ad, according to the report.
The data showed Jaguar registered just 49 vehicles in Europe during April 2025, in contrast to 1,961 in April 2024. Between January and April 2025, Jaguar only sold 2,655 cars across the European continent, a 75.1% fall from the same period the previous year.
A spokesman for Jaguar responded to the New York Post, insisting the drop in sales was “not related” to the rebranding.
“Jaguar’s transformation towards a new portfolio of pure-electric vehicles was announced as part of the Reimagine strategy in 2021,” the spokesman said. “Comparing Jaguar sales to 2024 is pointless as we are no longer producing vehicles in 2025 with low levels of retail inventory available.”
The decline in sales came around the same time Jaguar started pushing to become an all-electric brand by 2025, according to The Economic Times.
Jaguar’s flagship electric vehicle (EV), a four-door GT expected to cost $200,000, will not be released until late 2025. Though it has yet to be released, Jaguar has reportedly stopped producing internal combustion models, leaving dealerships short stocked.