Adrian Mardell, the CEO of Jaguar, is set to retire after three decades with the luxury car brand. His departure comes shortly after the company faced backlash for a controversial rebranding campaign. Mardell has been with Jaguar for 30 years, primarily in finance, before taking on the CEO role three years ago. The reason for his retirement has not been disclosed.
The rebrand, which went viral in November, featured an ad campaign titled “Copy Nothing.” The commercial showcased people in bright, eccentric outfits engaging in odd activities, like smashing things with sledgehammers. Critics quickly pointed out that the ad did not feature any actual cars, leading to widespread confusion and criticism online.
One notable response came from Tesla founder Elon Musk, who bluntly asked, “Do you sell cars?” Many viewers echoed his sentiment, questioning the purpose of the ad. In response to the criticism, Jaguar’s social media team encouraged followers to stay tuned, suggesting that the campaign was just the beginning of a larger story.
The ad was part of a significant shift for Jaguar, which is moving towards an electric vehicle-only strategy. Managing director Rawdon Glover addressed the backlash, stating that the campaign aimed to stand out and not conform to traditional automotive advertising. He expressed frustration that the intended message was overshadowed by negative reactions online. Glover emphasized the need for Jaguar to redefine its brand and target a different market, moving away from conventional car marketing.
As Mardell prepares to step down, Jaguar is at a crossroads, trying to balance its heritage with a bold new direction. The future of the brand remains uncertain, but the recent changes signal a willingness to take risks, even in the face of criticism.
