Jaguar CEO Resigns After Backlash Over Bizarre Woke Rebrand

Another CEO has hit the exit door after steering a once-prestigious brand into the quicksand of progressive nonsense. Adrian Mardell, the CEO of Jaguar, is stepping down just months after the automaker’s absurd “Copy Nothing” ad campaign triggered widespread mockery and confusion.

After three decades at Jaguar, and three years as CEO, Mardell is now “retiring”—a convenient move after the company’s rebranding effort became a viral cautionary tale for what happens when car companies stop showing cars.

The November campaign featured a commercial filled with flamboyant, theatrical characters smashing objects, painting lenses, and striking bizarre poses. What it didn’t feature? Any actual Jaguars.

Instead, viewers were bombarded with cryptic phrases:

• “Create exuberant”

• “Delete ordinary”

• “Break molds”

• “Copy nothing”

The entire spectacle was so disconnected from Jaguar’s heritage of sleek performance and luxury, even Elon Musk took notice, asking the obvious: “Do you sell cars?”

Jaguar’s social media team didn’t help their case, responding with pretentious lines like, “We’re shifting gears, not our purpose,” and “Consider this the first brushstroke.” The overwhelming backlash showed just how out of touch the company had become.

Here’s what Jaguar’s leadership clearly missed:

• Almost 65% of car buyers say they want to see the actual product in ads before making purchasing decisions.

• Sales for Jaguar have been slumping for years, and this tone-deaf campaign did nothing to reverse the decline.

• The EV rebrand plan is an uphill climb for a brand already struggling with identity especially when their idea of innovation is removing the car from the picture.

Jaguar managing director Rawdon Glover tried to defend the campaign by blaming “a blaze of intolerance” on social media. He claimed the goal was to avoid looking like a “traditional auto brand.” Mission accomplished, but at the cost of credibility, clarity, and customers.

This is what happens when companies prioritize empty slogans and progressive aesthetics over substance, product, and actual consumer interest. Jaguar forgot who they are and now, their CEO is out.

Let this be a lesson to every brand chasing cultural trends instead of sticking to what they do best.

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