Jaguar Land Rover CEO Adrian Mardell steps down after controversial woke reband campaign
The Jaguar CEO Steps Down After “Woke” Rebrand Campaign
After leading a controversial “woke” rebrand campaign for Jaguar, CEO Adrian Mardell is set to retire, announced a spokesperson for the luxury car company. Mardell has been with Jaguar Land Rover for three decades and served as CEO for three years, as reported by Reuters.
Last year, Jaguar Land Rover made headlines with a new ad featuring a reimagined logo and the slogan “Copy Nothing.” The ad showcased androgynous models in vibrant outfits, with slogans like “create exuberant,” “live vivid,” and “break moulds,” but notably did not feature any cars.
The ad quickly went viral on social media, attracting thousands of comments and nearly 47 million views within 24 hours.
Following the ad’s release, critics likened it to a “Bud Light 2.0” campaign, accusing Jaguar of prioritizing wokeness over traditional car marketing.
Jaguar defended the ad, stating, “Our brand relaunch for Jaguar is a bold and imaginative reinvention that has sparked debate. We have preserved iconic symbols while moving forward into an exciting new era.”
Despite the controversy, Jaguar faced further backlash with the unveiling of its new EV design, dubbed the “pink Batmobile.”
As Jaguar prepares for a new chapter, the company has not responded to requests for comment from FOX Business.
