Gerry McGovern—the distinguished vehicle designer behind Land Rover’s contemporary style, the aesthetic of the new Defender, and most recently, the striking Jaguar 00—has reportedly been let go. His influence on Jaguar and Land Rover has been substantial, and his presumed abrupt exit would be quite significant.
Autocar India reported the news, noting that McGovern’s departure “comes shortly after PB Balaji took over the CEO position [of JLR] on November 17, 2025.” Earlier this year, that outlet also released leaked internal communications suggesting turmoil within the firm regarding certain design and rebranding approaches. Those documents indicate that aspects of the Jaguar rebranding were outsourced to Accenture Interactive (external consultants), which, understandably, might have frustrated some!
I contacted a source at JLR to seek confirmation, and while the company replied, they chose not to comment.
McGovern served as Chief Creative Officer at JLR. His penchant for sleek aesthetics is evident in the modern designs of Land Rovers. He is acknowledged for spearheading the design of the third-generation Range Rover, essentially the last Rover that had flair (apologies), before making the brand’s later SUVs resemble middle-tier microwaves (once again, my opinion, but it is the right one).
However, he has recent notoriety mainly for driving the polarizing Jaguar rebranding. It’s hard to determine precisely how many of the high-concept, high-contrast video advertisements originated from his vision—a large team contributed to the project—but the cartoon Batmobile-inspired luxury vehicle and Dyson-like logo vibe are indeed his creations.
I’m sure I don’t need to remind anyone visiting this site that the reaction to Jaguar’s drastic brand shift was, um, quite rough in comment sections across the web. How this will affect the business is still unknown, as Jaguar has yet to restart sales.
It has long been speculated that McGovern was personally favored by Ratan Tata, who led JLR’s parent company. Mr. Tata passed away last year, prompting Autocar India to contemplate that “key support” for Mr. McGovern may have diminished in the corporate giant’s absence.
Nevertheless, even if you’re not invested in automotive corporate dynamics, this could be a major shift for the companies and ultimately for the vehicles themselves. Without such a prominent figure pushing the Jaguar 00 forward, as we’ve observed so far, it may face an even steeper challenge navigating the tides of public perception. I doubt Jaguar will renounce its newly stated direction and essence, but I wouldn’t be shocked if it adjusts to attempt to win back those who desire Jaguars to maintain a classic, well, appearance.
McGovern’s exit could also open the door for a completely new design direction for Land Rover. I would love to see the brand return to its boxy, accessory-laden aesthetics, but since I’m not in the market for a new car anyway, what do I know.
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**Designer Behind Controversial Jaguar Rebranding Reportedly Let Go**
In a notable development, reports have surfaced suggesting that the designer responsible for the contentious rebranding of the renowned British luxury automotive brand Jaguar has been terminated from their role. This decision comes in the wake of extensive backlash against the revised branding strategy, which many fans and industry analysts considered a divergence from the brand’s rich history and established persona.
The rebranding effort, launched with the goal of refreshing Jaguar’s image and appealing to a younger audience, encountered immediate pushback upon its reveal. Detractors contended that the new logo and design components undermined the brand’s historical importance and luxury image. The former logo, featuring the leaping jaguar, stood as a symbol of elegance and performance that resonated with the brand’s devoted customer base. In contrast, the new design, marked by a more minimalist approach, was seen by many as devoid of the character and sophistication traditionally associated with Jaguar.
Industry insiders indicate that the choice to dismiss the designer was driven by a mix of poor public response and internal input from stakeholders who believed that the rebranding did not coincide with Jaguar’s fundamental principles. The luxury automotive segment is highly competitive, and possessing a robust brand identity is essential for attracting and retaining clients. The negative response to the rebranding underscored the fragile balance that luxury labels must achieve between innovation and tradition.
In light of the controversy, Jaguar’s leadership has expressed their commitment to hearing from their clientele and stakeholders. The company is reportedly contemplating a re-evaluation of its branding strategy, planning to connect with brand loyalists and industry specialists to gain insights on the way forward. This strategy aligns with a rising tendency among luxury brands to prioritize consumer feedback in their marketing practices.
The dismissal of the designer represents a crucial juncture for Jaguar as it strives to navigate the complexities of modernizing its image while respecting its rich legacy. As the automotive sector continues to evolve with the advent of technology and shifting consumer preferences, Jaguar’s forthcoming actions will be closely scrutinized by both supporters and critics alike.
In conclusion, the debate surrounding Jaguar’s rebranding serves as a poignant reminder of the significance of brand identity in the luxury marketplace. The firing of the designer behind the rebranding highlights the necessity for companies to thoughtfully consider their heritage and the expectations of their clientele when initiating substantial transformations. As Jaguar progresses, the insights gained from this situation will likely inform its upcoming branding endeavors and overall strategy within the competitive automotive arena.