Adrian Mardell, CEO of Jaguar Land Rover (JLR), has announced his retirement after 35 years at the company and nearly three years as chief executive. His departure follows a turbulent period marked by both record profits and a marketing campaign that drew sharp criticism for its perceived political overtones.
In a statement, the firm said: "His successor will be announced in due course." Tata Motors later confirmed that "Mr. P B Balaji will be joining in this role from November-2025. Mr. Adrian Mardell will continue to help transition and support until the end of his contract."
The campaign, which launched in November 2024, featured a glossy 30-second ad devoid of cars, instead showcasing androgynous models, bright colors, and slogans like "create exuberant," "live vivid," "delete ordinary" and "break moulds." The commercial, part of the “Copy Nothing” initiative, sparked immediate backlash and went viral, drawing nearly 47 million views in 24 hours.
Jaguar followed up the campaign with the reveal of the Type 00 concept car, a large, hot pink grand tourer, along with a revamped logo that critics found unrecognizable. Many saw the changes as too far a departure from the brand’s heritage.
The blowback was intense, with figures such as Nigel Farage slamming the brand's direction and warning it risked "going bust" if it continued down a politically charged path. Billionaire Elon Musk weighed in sarcastically on X (formerly Twitter), asking: “Do you sell cars?”
Mardell, however, defended the campaign, stating it would “create the same sense of awe that surrounded iconic models like the E-Type.”
But within months, JLR appeared to backtrack. The company revealed plans to search for a new ad agency, indicating an internal shift in marketing strategy. The campaign was widely seen as a misstep that alienated core Jaguar customers.
Mardell’s leadership also coincided with broader industry challenges, including a 25% tariff on imported vehicles imposed by U.S. President Donald Trump, which forced Jaguar to pause American exports temporarily. Shipments resumed in May, but the impact was felt across operations.
Last month, JLR announced plans to cut 500 management jobs in the UK, citing the strain of tariffs and slowing global sales. The automaker also reported a drop in revenue for the three months ending in June.
Mardell began his career at Jaguar in 1990 and worked his way up, eventually serving as CFO from 2019 until his interim CEO appointment in late 2022. He officially became CEO in July 2023.
“Adrian Mardell has expressed his desire to retire from JLR after three years as CEO and 35 years with the company,” a company spokesperson said in a statement to Car and Driver.
Outside the boardroom, Mardell is an avid marathon runner. “I’ve done six so far and hope to complete another one soon,” he shared on LinkedIn.
