The CEO of Jaguar is stepping down in the wake of a high-profile, woke ad campaign that was ridiculed across the globe, while a Sydney Sweeney ad for American Eagle is experiencing continued financial praise.
Jaguar Land Rover CEO Adrian Mardell is retiring from the luxury carmaker after three decades and serving as chief executive officer for three years.
Jaguar Land Rover CEO stepping down, months after controversial ‘woke’ rebrand and companies move to switch to EV’s saw sales plummet.
Adrian Mardell will step down and ‘retire’ as CEO after three decades at the company.
It comes after the car manufacturer announced it was… pic.twitter.com/WdVjl3TZxB
— Oli London (@OliLondonTV) July 31, 2025
As reported last month, Jaguar’s sales in Europe plunged dramatically, with only 49 vehicles registered in April 2025, a 97.5% drop from the 1,961 units sold in the same month the previous year.
It is believed the dramatic drop was due to the company’s “Copy Nothing” ad campaign, which featured androgynous models in brightly colored, surreal outfits, including one man wearing a dress, with slogans including “create exuberant,” “live vivid,” and “delete ordinary.”
It prompted billionaire entrepreneur Elon Musk to ask the British car company: “Do you sell cars?”
Do you sell cars?
— Elon Musk (@elonmusk) November 19, 2024
In November when the new ad campaign debuted, Fox Business reported: “Jaguar could be facing its own Bud Light moment after online backlash to a new ad,” referring to the beer giant’s massive plunge in sales due to its promotion of transgender personality Dylan Mulvaney.
Numbers NEVER lie.
Here are 2 different campaigns results:
American Eagle’s Sydney Sweeney ad:
– AE made $300m in a day
– $65m in free media exposureJaguar LGBTQ ad:
– sales in Europe plunged 97.5% in April
– from 180k sold in 2018 to 27k last yearBuyers has spoken! pic.twitter.com/xRuqSLMtJ3
— Patrick Bet-David (@patrickbetdavid) August 1, 2025
One online commenter noted, “The funny thing is: Both Jaguar’s board AND the CEO doubled down (HARD) when all first happened.
“They should all go. The CEO, the Chief Designer, CPO, Chief Brand person … and the entire board. All of them … should be relieved.”
Jaguar’s CEO to step down following the disastrous attempt at a rebranding, meanwhile American Eagle’s stock was up about 20% after its Sydney Sweeney ad.
Can you tell the difference? pic.twitter.com/ExxaxvfhPn
— Kevin – Classical Liberal (@gov_fails) August 1, 2025
American Eagle’s stock reportedly jumped 18% when it debuted its ad campaign touting “Sydney Sweeney has great jeans.”
I think Sydney Sweeney looks great in these jeans. Very on trend for this fall too. As far as the play on words, she also has great genes. She’s beautiful and has a great body. American Eagle ad department did nothing wrong and neither did she. The jeans have sold out.… pic.twitter.com/uvtBb3dwHt
—
(@CL4WS_OUT) July 29, 2025
Follow Joe on X @JoeKovacsNews
Woke croaks: Jaguar sales plunge after bizarre non-binary rebrand
WATCH: Jaguar dubbed ‘Bud Light 2.0’ after releasing ad with androgynous models
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