The CEO of Jaguar is stepping down after his disastrous idea that the British luxury automobile manufacturer was badly in need of a “woke” rebranding blew up spectacularly, costing the company dearly in terms of public perception and tanking sales.
A company spokesperson announced that Jaguar Land Rover CEO Adrian Mardell was calling it a career after three decades, the last three spent as CEO, Reuters reported on Thursday.
Last year, the company was slammed over a bizarre DEI ad featuring a group of brightly dressed androgynous people along with an updated logo and the slogan “Copy Nothing.” Noticeably missing from the ad was an actual vehicle, the company’s primary product before it was infected with the “woke” mind virus.
Jaguar sales plunge 97.5% in Europe; after disastrous ‘Copy Nothing’ woke rebrand.
The company sold just 49 cars in April 2025 throughout Europe, following backlash over the companies rebrand.
Jaguar’s Europe sales plunged from 1,961 units in April 2024 to just 49 vehicles in… pic.twitter.com/mNN0rbPuIH
— Oli London (@OliLondonTV) July 1, 2025
It likely wasn’t coincidental that Jaguar sales took a nosedive after the colorful but extremely peculiar ad was released with it being widely criticized by social media users who likened it to the catastrophic Bud Light ads featuring creepy transgender influencer Dylan Mulvaney that infuriated loyal customers who switched to other beers.
“JLR is dedicated to promoting inclusion, ensuring a safe working environment and policies for LGBTQ+ colleagues. Our CEO, Adrian Mardell joined colleagues at Birmingham PRIDE this weekend, where our PRIDE wrapped Jaguar F-TYPE Convertible and Defender featured in the parade,” the company said in a May 2024 social media post touting its CEO’s participation in a celebration of homosexuality.
JLR is dedicated to promoting inclusion, ensuring a safe working environment and policies for LGBTQ+ colleagues. Our CEO, Adrian Mardell joined colleagues at Birmingham PRIDE this weekend, where our PRIDE wrapped Jaguar F-TYPE Convertible and Defender featured in the parade. pic.twitter.com/ALCnf5p7oM
— JLR (@JLR_News) May 27, 2024
At the time, the company defended its strange ad campaign.
“Our brand relaunch for Jaguar is a bold and imaginative reinvention and, as expected, it has attracted attention and debate. As proud custodians at such a remarkable point in Jaguar’s history, we have preserved iconic symbols while taking a dramatic leap forward. The brand reveal is only the first step in this exciting new era, and we look forward to sharing more on Jaguar’s transformation in the coming days and weeks,” Jaguar told Fox Business in a statement.
X users reacted to the news, with many suggesting that Mardell has nobody to blame but himself.
Every woke person on earth is a blithering idiot. This guy works for a company for thirty years, but somehow thinks rebranding his iconic car brand with some guy in a dress is genius marketing? https://t.co/Bx9dHYF70n
— James Woods (@RealJamesWoods) August 2, 2025
That commercial and little rebrand did him in! Didn’t take long either.
— Doc Oc (@DocOc0U812) August 1, 2025
Someone forgot that they were supposed to be advertising cars, not buttplugs.
— Steve Farris (@stevefarris24) August 2, 2025
INCREDIBLE.
Remember how the car brand Jaguar went super woke?
Their car sales collapsed by 97.5% and sold only 49 cars in April.
Now their CEO is stepping down after this major fiasco.
Literally go woke go broke.
— PeterSweden (@PeterSweden7) August 2, 2025
And then he went home, sulking, and put on his women’s lingerie to feel better.
— Mattox Mcmurdo (@MattoxMcmurdo) August 2, 2025
The funny thing is:
Both Jaguar’s board AND the CEO doubled down (HARD) when all first happened.
They should all go. The CEO, the Chief Designer, CPO, Chief Brand person…and the entire board. All of then…should be relieved.
— Shira Dinal (@ShiraDinal_) August 2, 2025
Maybe now they can get back to selling cars instead of pushing an ideology.
— Kay (@kayotickitchen) August 2, 2025
Someone had to take the fall, and it looks like it’s Mardell.
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