Long Enough After Jaguar's Rebranding Controversy, Chief Creative Officer Gerry McGovern Was Officially Expelled

AKARTA In November 2024, British iconic luxury car brand Jaguar underwent a massive transformation. One of the transformations was Jaguar using a new logo, special font, and a more modern design, the second being an advertisement that was considered to have absolutely nothing to do with car manufacturers. Unfortunately, Jaguar's latest logo and advertising at that time was making fun on social media and even reaped ridicule from Elon Musk.

Now, JLR (formerly Jaguar Land Rover) has reportedly sacked its Chief Creative Officer, Gerry McGovern, a surprising move that marks a potential shift in design direction and strategy under the new leadership.

McGovern himself has been in office since 2020, the figure behind some of JLR's most popular models, including the legendary revival of the Land Rover Defender and the elegant style of Range Rover Velar. However, he also led Jaguar's controversial rebrand, which sparked heated debate with the launch of Jaguar Type 00 concept.

Car and Driver reported on Wednesday, December 3, that McGovern's dismissal decision was reportedly driven by PB Balaji, the new CEO of JLR. Balaji, who previously served as CFO for the JLR Motorcycle System (induk JLR), just last month replaced retired Adrian Mardell.

The appointment of Balaji comes at a time when JLR faces tough challenges, including recovery from a massive cyberattack that halts production and delays the launch of Jaguar's electric grand tourer.

"With Jaguar delaying its electric grand tourer, it seems that JLR's new leadership may have plans to take a different direction," said speculation.

McGovern is considered the driving force behind Jaguar's ambitious rebrand strategy by switching to a more expensive and limited-produced line of electric products, to compete directly with ultra-luxury brands like Bentley.

This strategy coincides with the disclosure of the Jaguar Type 00 concept which strongly divides public opinion. Despite being credited for its bold design, many consider the Type 00 design to be too extreme, some even liken it to the "Cybertruck Hall of Shame" design.

On the other hand, the 69-year-old McGovern left an undisputed design legacy, including the Range Rover Evoque which was a major hit.

This termination of employment suggests that CEO Balaji may stay away from the controversial design philosophy and seek a more stable or popular approach in the market.