JLR CEO Behind Jaguar’s Controversial Rebrand And Shift To An All-electric Brand To Step Down

JLR CEO, Adrian Mardell, behind Jaguar’s controversial rebrand and shift to an all-electric premium brand to step down.

The 64 year old, who was appointed Chief Executive of JLR on 16 November 2022, to leave the role on 31 December 2025.

It comes after the controversial Jaguar rebrand that includes Ad centred not on cars but around bright colours and catwalk models.

Jaguar also unveiled the Type 00 concept car with a new logo and badge – ditching the iconic big cat badge in favour of the word Jaguar.

Jaguar Land Rover (JLR) CEO, Adrian Mardell, behind Jaguar’s controversial rebrand and shift to an all-electric premium brand is stepping down after just over two years at the helm, the British luxury marque confirmed on Thursday.

“Adrian Mardell has expressed his desire to retire from JLR after three years as CEO and 35 years with the company. His successor will be announced in due course,” a spokesperson for JLR told the Daily Mail, adding that he will leave the role on 31 December 2025.

The 64 year old, who joined JLR in 1990, was appointed Chief Executive on 16 November 2022 after a brief stint as Chief Financial Officer from 2019.

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Following the controversial Jaguar rebrand that includes Ad centred not on cars but around bright colours and catwalk models, Jaguar also unveiled the Type 00 concept car with a new logo and badge – ditching the iconic big cat badge in favour of the word Jaguar.

During his two-year tenure, JLR not only posted its strongest pre-tax profit result in a decade, Mardell also restructured JLR with the ‘House of Brands’ retail strategy, allowing Defender, Discovery, Range Rover to be marketed individually as distinct brands.

Thanks primarily to its most profitable models, including Defender, Range Rover Sport and Range Rover SUV, the Tata Group-owned brand is on track to achieve a targeted 10 per cent profit margin by 2026.

“This strong and consistent performance, the commitment of our people, partners and clients and the appeal of our luxury brands will support our response to current global economic challenges including the evolving global trading environment,” Mardell said.

• See Also : Range Rover And Defender Models Accounted For 72% Of JLR’s Sales Between April And June