Jaguar's CEO resigns following social media backlash over controversial company rebranding
Jaguar's "Woke" Rebrand Faces Backlash and Sales Decline
Jaguar's recent rebranding campaign, dubbed "Copy Nothing," has sparked controversy and received widespread criticism. The campaign, which features a reimagined logo and brightly colored, over-the-top outfits, has been criticised for abandoning the brand's traditional focus on cars and its iconic big cat symbol.
The new promotional ad, which was part of the company's "woke" rebrand campaign, received backlash online after it was posted by the brand's X account. The ad did not feature a car throughout its entire 30-second run, instead focusing on androgynous models and slogans promoting diversity, exuberance, and modernism. Columnist Jon Gabriel criticised the timing of the new promotional ad, stating it was the wrong moment and comparing it to the Bud Light controversy.
The ad, which received tens of thousands of comments and nearly 47 million views in 24 hours on social media, was met with criticism from users who felt that Jaguar was focusing on wokeness and modernism rather than selling cars. Some users criticised the brand for being disconnected from its heritage and core identity. Elon Musk and Nigel Farage were among those who publicly mocked the campaign, questioning if Jaguar still sold cars.
The backlash culminated in Jaguar Land Rover CEO Adrian Mardell's retirement announcement in August 2025. Mardell had defended the campaign as necessary to attract younger, progressive consumers but departed amid criticism that the campaign was a strategic misstep and damaged brand resonance. The retirement announcement was made on Thursday, as reported by Reuters.
The impact on Jaguar was severe. Following the campaign’s launch in November 2024, Jaguar's sales in Europe plummeted dramatically, with data showing a 97.5% decrease in vehicle registrations in April 2025 compared to the previous year (only 49 vehicles registered vs. 1,961). This collapse contributed to low retail inventory and turmoil around the brand's direction, although Jaguar officially claimed the sales drop was unrelated to the rebrand because Jaguar was shifting fully to electric vehicle production in 2025.
In response to the backlash, Jaguar has since sought a new advertising agency, indicating a move away from the controversial campaign style. The company did not immediately respond to FOX Business' request for comment.
[1] CNN Business
[2] Bloomberg
[3] The Guardian
1) Despite Jaguar's efforts to attract younger consumers through their "woke" rebrand, the campaign's focus on diversity and modernism over cars led to a significant decline in sales, with a 97.5% decrease in vehicle registrations in April 2025 compared to the previous year. (This sentence communicates the impact of the rebrand on Jaguar's business and finance)
2) Jaguar's failed rebranding attempt, which received criticism for its departure from the brand's traditional focus on cars and its iconic big cat symbol, also prompted a change in the company's advertising approach, as Jaguar sought a new advertising agency following the backlash. (This sentence shows the impact of the rebrand on Jaguar's business strategy and business partnerships)
