Adrian Mardel to Depart from Jaguar Land Rover
Adrian Mardel, who has been at the helm of Jaguar Land Rover, will step down after three years in charge, a period marked by various challenges for the luxury car brand.
The statement from Tata Motors, which owns Jaguar Land Rover, indicates that Mardel, after a 35-year tenure with the company, has indicated his wish to retire. His successor is expected to be named soon, according to reports.
Mardel, now 64, took over as acting CEO in late 2022 after Thierry Borole left following a series of financial setbacks. He was officially made CEO the following year.
His recent resignation coincides with a new advertising campaign featuring a 30-second spot that, rather controversially, showcased a reimagined logo devoid of the iconic jaguar. This decision followed a redesign that had drawn considerable criticism.
The ads attempted to tap into trendy themes, invoking a sort of whimsical atmosphere akin to the aesthetic of the popular Barbie franchise, but notably did not feature any actual cars. This approach hasn’t been well received by the market.
According to data from the European Automobile Manufacturers Association, Jaguar’s sales ranked painfully low, with only 49 vehicles registered in April 2025, a stark decline from 1,961 the previous year during the same month.
Sales for the first four months of this year also plummeted, showing a substantial drop of 75.1%, with just 2,665 units sold.
In total, Jaguar recorded only 26,862 vehicle sales for the fiscal year 2024/25, representing an 85% decline compared to 2018.
This drop can largely be attributed to the brand’s shift away from its rich heritage in favor of a more fashionable, lifestyle-oriented image.
Starting in 2026, Jaguar plans to transition to an all-electric lineup, positioning itself as an ultra-premium brand with new models primarily priced above £100,000. Once this shift is finalized, the company will cease the production of its popular gasoline models and halt the sale of new vehicles in the UK.
Mardel’s exit marks a significant turning point for the company as it navigates this challenging transition.
