CEO of Jaguar Steps Down After Disastrous Rebrand of Storied Car Company as Trans-Portation

He turned a man's brand into a trans brand.

But men are 49% of the market (actually, more like 90% for a sportscar) and the trans market is.... slightly less than that, right?

Mardell, 64, has been at the company for more than three decades including the last two years as chief executive during one of the most transformative periods in the firm's recent history.

This includes spearheading a remarkable financial turnaround for the company, which has seen it bounce back from heavy losses and debt around the beginning of the 2020s to posting its best profits for a decade last year.

JLR reported a pre-tax profit of £2.5billion in 2024-25.

But arguably Mardell's biggest involvement has been his role in Jaguar's controversial 'woke' rebrand and shift to an electric-only premium car brand from 2026 - including the unveiling of the polarising Type 00 concept.

A spokesperson for JLR told the Daily Mail: '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.'

He will reportedly leave the role on 31 December.

...

Its success has been driven by record wholesale volumes of its Defender 4X4s, which sold 115,404 units over the 12-month period.

In contrast, just 26,862 Jaguars were sold worldwide in the financial year - a 45.8 per cent drop - after production of all models ceased in November as part of a planned 'sunset period' for the manufacturer, its dealers and its customers to prepare for the company's hotly-debated electrified relaunch.

American Eagle has issued a response to ugly cat ladies unashamedly showing their envy and resentment that a white woman is getting more attention online than they are.

No, it's not this one. This one is a parody, though most wish American Eagle would endorse it:

American Eagle's genuine response is good enough: They are defiant, and they say, correctly, that a bunch of ugly harpies coping on TikTok and BlueSky is not real life, and that their own polling shows that 71% of respondents like the ad:

At the Federalist, Rich Cromwell writes that this contretemps, as stupid as it is, is important. It shows that the mentally-ill, unaccomplished social-media-addicted nobodies who have bullied, harrassed, and deplatformed us for ten years are shrieking because they're realizing they have no power here.

They are nameless and formless and accursed. Like Sauron, they are now banished to the void from whence they came.

Given that denim is one of American Eagle's staples and that Sweeney is rather attractive, it's a brilliant pitch replete with a dad-level pun. At least, it's a brilliant pitch to not insane people. For the insane, though, it's "Nazi propaganda," "Nazi fascism," and "an unbridled cultural shift toward whiteness."

[T]he completely unhinged and disproportionate response to the campaign shows the inmates who have been running the asylum are losing the plot in real time.

For starters, it's an advertisement for blue jeans and, to be honest, not exactly an original one. Don't get me wrong, it's fantastic marketing, people are talking, and American Eagle's stock trended upward as a result. But using attractive people to sell products isn't some revolutionary idea. It's basically the foundation of advertising, albeit one that was briefly lost to the siren song of "inclusive beauty," which, lol. Businesses may pretend to care about social causes and stakeholders, and there are definitely true believers ensconced in almost every Fortune 500 company out there, but at the end of the day, the purpose of business is to make money, not engineer social change.

But the brief stranglehold the inmates held over businesses gave them a false sense of security, of permanence. They thought they'd won the war, whereas we can now see that they only won a few victories and that those victories were not exactly strategic ones.

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Much has been made of the vibe shift, which is truly a thing of beauty, especially to those of us old enough to witness the descent into madness over the past decade, but the thing is, the vibe really has shifted. And those whose worldview and, more importantly, income streams depend on fomenting controversy are on the ropes. They may preach equity, but as always, some pigs deserve a little more equity than others.

As such, don't get upset at the dying media for its desperate attempt to cling to the old vibes, to keep beating fascist Nazi colonial whiteness tropes into a bloody pulp better suited for a muumuu than a pair of nice-fitting jeans. (Did I just commit white supremacy by discussing muumuus, insane people of the internet? If so, please let me know on your preferred social media site!)

John Ekdahl @JohnEkdahl

It cracks me up that for three or four years, people have been scratching their heads and saying "hey, where'd all the white people go in commercials?"

Now they bring one white girl back and it's a five alarm Nazi fire.

Allahpundit's favorite MSNBC host Chris Hayes agreed that it's a "problem" that Democrats have to answer for the silly posts made by rando nobodies, like racists insisting that white women are no longer permitted to be "centered" in advertising campaigns.

He apparently doesn't read MSNBC itself, which published a hit-piece saying, essentially, that any ad featuring white people is an insidious backslide into White Supremacy.

Not just MSNBC, of course:

Black Conservative Perspective compiled more desperate, envious nobodies boohoo whinin' and cryin' that a white girl appeared on their computers without their consent.

This one's a gem -- in addition to claiming that it's white supremacy for any white woman to claim to be hot, she also rips her fellow leftwing lunatics for... not wearing masks in public, which she says is its own kind of White Supremacy because covid affects mostly "brown and black people" or something.

In case you didn't hear: the newest rage of Current Year, the fight against "eugenics" (a word that stupid lefties just discovered, so they have to repeat it endlessly like four year olds who just learned a new word) has entered its second week.

Dunkin Donuts ran an ad featuring a blond-haired, blue eyed guy calling himself "The King of Summer" and saying that his coloration -- "golden sun" -- was genetic.

And the left went into Genetic Convulsions again:

Ed Morrissey talks about the Vibe Shift hitting Madison Ave:

And what is that lesson? It's pretty simple: Normal people are normal. They respond to normal stimuli, such as attractive young women and men in advertising pitches. They don't mind looking at "kings of summer" or svelte starlets in TV and print spots. In fact, normal people tend to prefer it.

Mainly, though, normal people don't like being lectured about social-justice causes in sales pitches, or in other forms of entertainment. They have grown sick and tired of it, in fact, so much so that they are responding very enthusiastically to advertising campaigns that either eschew it, as Sweeney's jeans campaign does, or deliberately provoke the Lefty lecture circuit, as Dunkin' Donuts is doing. The days of Bud Light and other woke products scolding their customers is over, and ad companies have figured that out.

For years they have demanded that the entire world "decenter whiteness." Whites should no longer appear in commercials, and when they appear in commercials, they can only be part of mixed-race families.

The woke racists insisted that corporations and all of society join them in denouncing whiteness and insisting that whites should hide their shameful pale faces and pass the torch to the Superior Races of non-white people.

They're just fighting racism, doncha know

And yes, Black Conservative Perspective compiled a bunch of people, mostly woke white progressives trying to gain credibility with minorities by insisting that it's time white people passed the torch and exit the stage, boohoo whinin' and cryin' about the silly Dunkin Donuts ad.

posted by Ace at 04:35 PM

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