Jaguar CEO Resigns Amid Backlash Over Controversial ‘Woke’ Rebrand
Jaguar Land Rover CEO Adrian Mardell is stepping down after more than 30 years with the luxury automaker, following a turbulent year marked by a polarizing brand overhaul that ignited a social media firestorm.
The company confirmed on Thursday that Mardell, who has served as CEO for the past three years, will retire from his post. His departure follows months of public scrutiny surrounding Jaguar’s rebranding campaign, which some critics labeled as a “woke” marketing move.
The controversy began last year when Jaguar unveiled its revamped logo alongside the new slogan “Copy Nothing.” The campaign, designed to position Jaguar as a bold, forward-thinking brand, featured sleek visuals and messaging that aimed to challenge convention and embrace inclusivity. While the automaker hoped the rebrand would resonate with modern audiences and attract new buyers, it instead triggered heated debate online.
Critics accused the company of prioritizing progressive messaging over traditional automotive values, while supporters praised Jaguar for taking creative risks and refreshing its image for a new generation. Social media reactions ranged from enthusiastic approval to sharp disapproval, with hashtags related to the campaign trending across multiple platforms.
Despite the backlash, Jaguar Land Rover maintained that the rebrand was part of its long-term strategy to reposition the marque ahead of its transition to an all-electric lineup in the coming years. However, the public perception battle proved challenging, and the rebrand’s polarizing reception has continued to spark discussion in the industry.
Mardell’s retirement marks the end of an era for Jaguar, as the company now faces the dual challenge of steering its ambitious electric future while also navigating the reputational turbulence left in the wake of its marketing gamble.
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