Jaguar’s ‘Panthera’ Misfire defines the legacy

Adrian Mardel, CEO of Jaguar Land Rover (JLR), is stepped up after 35 years of profession in the company and three years in the upper floor. His exit comes amid the growing US tariff and accurate controversy over the radical reintermentation effort.

A company spokesman said: “Adrian Merdaler expressed his desire to retire from JLR after three years as an executive president and 35 years with the company,” said a company spokesman. “He will be announced in a timely manner.”

Mardell, who became the CEO of November 2022 after he worked as the financial manager, led JLR through a decisive transformation – sharpening its luxurious position and returning the company to profitability. Under his leadership, the auto maker also distorted greatly after years of financial pressure.

However, his term was also defined by the “Panthera” of “Panthera” in Jaguar, which was launched in November 2024. The initiative dropped the brand’s famous “Growler” logo for “J” and simple provocative slogans such as “Copy Nothing”, provided by car -free ads.

The campaign sparked a violent online reaction – including criticism from Elon Musk – and has sparked internal friction. She criticized a leaked letter from the Jaguar new identity design team as general and separate from the brand heritage.

The repercussions of Stark were: European Jaguar records fell by about 97.5 % in April 2025 compared to the previous year, and global sales collapsed with the retirement of the oldest combustion models and the new EVS faces delays.

At the level of industry, car manufacturers have faced increasing pressure, as sales declined in China, the weakening of EV in Europe, and the fluctuation of policies in the United States. JLR, which is not manufactured in the United States, adheres to the issuance of profit guidelines amid uncertainty related to tariffs.

Despite the opposite winds, the MALLL’s financial shift in JLR was widely recognized. However, the failure of the “Panthera” campaign ultimately reshaped its legacy – as a flagrant reminder of the risks to abandon the brand’s identity in the pursuit of joining.

JLR owned by Tata Motors Ltd.