Adrian Mardell concedes Jag has no brand equity whatsoever.
Jul 25, 2023 at 4:25am ET
Speaking with investors during a meeting held in Gaydon, JLR CEO Adrian Mardell was brutally honest with the current state of Jaguar. He admitted past decisions have hurt the company as the attempt to create a British BMW by attracting as many luxury car buyers as possible has been unsuccessful. Doing so has downgraded the automaker into “mediocrity” with “no equity whatsoever.”…
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