The chief creative officer behind Jaguar Land Rover's recent and highly debated brand overhaul has been abruptly dismissed, according to reports. Gerry McGovern was reportedly escorted from the company's offices on Monday, just days after the appointment of a new chief executive.
A Swift Exit Following Leadership Change
The dramatic exit follows the succession of Adrian Mardell by PB Balaji, the former finance boss of Tata Motors, as JLR's new CEO. The Indian-owned carmaker, a subsidiary of Tata, has declined to comment on the personnel matter. Insiders suggest the dismissal was executed with immediate effect, marking a stark and sudden end to McGovern's influential tenure.
The Controversial 'Vivid' Rebrand
McGovern was the public face of JLR's radical redesign, which aimed to reposition Jaguar as an all-electric luxury marque by 2026. Spearheaded by agency Accenture Song, the rebrand drew fierce criticism from some quarters, being labelled as 'woke' amid broader culture wars.
The new identity replaced Jaguar's iconic leaping 'growler' badge with a minimalist 'J' logo. Its accompanying launch campaign notably omitted images of cars, instead featuring abstract visuals, diverse models, and slogans such as 'Live Vivid' and 'Delete Ordinary'.
Defence of a Polarising Vision
Throughout the controversy, McGovern remained a staunch defender of the new direction. Earlier this year, he told US broadcaster ABC that great design intentionally polarises opinion. He framed the rebrand as a brave and necessary step for the 21st century, stating it was the result of 'unconstrained creative thinking' and would form the foundation for a future family of electric Jaguars unlike any seen before.
His departure raises immediate questions about the continuity of this design strategy under JLR's new leadership. The move signals a potentially significant shift in creative direction for the historic British brand as it navigates its ambitious electric future.
