More than a failed campaign, it was a real catastrophe for Jaguar.
It’s a fair assumption that if you steer a world-class company through an absurd ‘woke’ rebrand and kill 98% of your sales in the process, you are going to be very fired.
That applies to chief executive of Jaguar-Land Rover (JLR) Adrian Mardell, just replaced days ago with PB Balaji, the former finance boss of Tata Motors – the owner of JLR.
And, of course, that applies even more to the designer behind the controversial and universally-hated ‘woke’ Jaguar rebrand, who has reportedly been sacked from the company just days after Balaji took over.
The Telegraph reported:
“Gerry McGovern, who was formerly Jaguar Land Rover’s (JLR) chief creative officer, was told he was being dismissed with immediate effect on Monday.
He was then escorted out of the office, according to reports, although details of his exit remain unclear.”
🚨NEWS: The person responsible for Jaguar going Woke was fired today and escorted from the building
Jaguar sales plummeted and its reputation along with it after the new campaign was launched last year
Go Woke Go Broke pic.twitter.com/s0QVM966fo
— Basil the Great (@BasilTheGreat) December 3, 2025
JLR has reportedly fired design boss Gerry McGovern, the man behind the Type 00 ➡️ https://t.co/VMMGXUvK9e pic.twitter.com/kDj4dQTIYV
— Top Gear (@BBC_TopGear) December 2, 2025
This ended McGovern’s 21-year career at JLR.
“He was also the main creative force behind last year’s radical rebrand of Jaguar that aimed to shift the marque away from its traditional ‘Jag Man’ image towards ultra-wealthy customers.
A ‘Type 00’ concept for the carmaker’s first electric model – unveiled at an international art show last December – was sleek, futuristic-looking and colored in shades of bright pink and blue.”
“An advert for the rebrand, featuring a cast of androgynous-looking models but no cars, was also criticized for being too ‘woke’, with Nigel Farage and Donald Trump among those who attacked the campaign.”
Read more:
Jaguar CEO Stepping Down Following Company’s Ridiculous ‘Woke’ Rebrand