How the mighty have fallen.

The chief executive of Jaguar Land Rover (JLR) will step down in December after more than three decades at the firm.

In his three years as chief executive, Adrian Mardell, 64, has overseen both its strongest profit levels in a decade and a controversial rebrand when the company ditched its “growler” logo and promoted its shift to electric vehicles.

A spokesman for the company said: “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.”

During November 2024, Jaguar unveiled a terrible rebrand through a promotional video featuring figures dressed up to be gender-neutral along with calls to action.

The ad faced a flood of ridicule on X, with critics, including Elon Musk, noting that Jaguar failed to showcase any of its vehicles.

According to the New York Post, based on data from the European Automobile Manufacturers’ Association, following the ad’s widespread online mockery, Jaguar experienced a sharp sales decline.

The report indicated a 97.5% drop in Jaguar’s European sales after the ad, with only 49 vehicles registered in April 2025 compared to 1,961 in April 2024. From January to April 2025, Jaguar sold just 2,655 cars across Europe, a 75.1% decrease from the same period in 2024.

This couldn’t have happened to a more incompetent fool. Mardell had worked for Jaguar for over thirty years and threw it all away after approving the automobile manufacturer’s woke pivot shortly after becoming CEO. But it’s not like he wasn’t warned.

Too bad. So sad. Bye bye.

PHOTO CREDIT: Pixabay