The Unluckiest Villain

Adam has lived his entire life with an unlucky streak. Well, maybe a bit more than that. Adam had a knack for being in the wrong place at the wrong time, and due to this grew up being blamed for countless situations that were out of his control. At the age of eight, his parents called him a troublemaker and at the age of ten, he was coined a disgrace and delinquent. Now in college, he is just trying his best to avoid trouble at all costs, living his everyday life as a bookworm and working every moment to pay his student debt which his parents refused to pay.
One day, he was walking back to his dorm while finishing up a cliche romance book, A White and Red Rose, when he crossed a seemingly empty road, his destination just across the street. Of course, with his luck, failing to look both ways was basically a death sentence.
After Truck-san strikes, a page turns away from finishing the novel and the death of the villain, he dies... and wakes up in a completely different body.
And, of course, the unfortunate Adam Gridlore would be reincarnated into none other than the notorious and psychopathic figurehead villain Lexonduke.

Not even the actual villain, but the scumbag that takes all the fall? Seriously? And what was with the massive cliffhanger he read when he was prone on the road, moments before he died?
Of course, he shouldn't be surprised. After all, he was the unluckiest Adam Gridlore.

Now a villain, he has to focus on avoiding death at all costs, and fix his reputation as a scum of noble society. But... Why does the heroine seem strange? And why the hell does he keep on running into the Crown Prince/Secret Assassin? And why does the plot keep progressing in the same way, when the figurehead villain has been removed?
Most importantly, why does there seem to be more to the story than what he originally believed?

**Note**
Image used in cover is NOT mine.