Mardell, who has announced his retirement, will be remembered as the CEO who ditched the British marque's famous "growler" logo and, to promote its shift to electric vehicles, launched an "avant-garde commercial" featuring "gender-fluid models, but zero images of its cars".

Adrian Mardell, Jaguar CEO, is retiring after 35 years with the company, a tenure that included both record profits and controversy over a "woke" rebrand featuring bright colors and androgynous models.

Adrian Mardell, the 64-year-old CEO of Jaguar Land Rover, is stepping down from his post just three years after taking on the role. He joined the company over three decades ago and was at the helm when it pushed the 'woke' rebrand advert.