A Design Chief Removed Under a New CEO
Jaguar has dismissed the creative leader behind its controversial brand overhaul, a move that follows a turbulent year of collapsing sales, a plunging stock price, and an advertising campaign that failed to connect with consumers. The decision comes less than two weeks after new Jaguar Land Rover CEO P.B. Balaji formally took over leadership of the company.
A Rebrand That Dropped the Leaping Cat
Jaguar’s redesign, unveiled in late 2024, attempted to reposition the brand as an all-electric marque with a bold new visual identity. The campaign dropped the brand’s iconic leaping jaguar emblem in favor of stylized imagery featuring androgynous models, abstract settings, and slogans meant to signal a clean break from traditional automotive marketing. Notably, the campaign showed no actual vehicles, a choice that drew immediate public criticism and fueled ongoing debate over the storied brand’s direction.
Sales Numbers Tell a Grim Story
The online backlash coincided with an already deteriorating sales environment. Jaguar phased out its combustion engine lineup while transitioning toward electric models, and by early 2025, inventory across many European dealerships had shrunk to single digits, with sales down more than 97% due to halted production. U.S. sales fell just as sharply, averaging just over 500 units throughout 2025. Investor confidence dropped in step with demand, with Jaguar’s stock sliding more than 95% from its highs the previous year.
Leadership Changes Follow the Fallout
The sales collapse triggered leadership turnover. Earlier this year, then-CEO Adrian Mardell announced plans to step down, though the company maintained the decision was unrelated to the rebrand controversy. Balaji, previously CFO of parent company Tata Motors, took over promising renewed focus and sharper execution.
McGovern’s Exit
Balaji’s first major personnel decision came Monday, when he removed chief design officer Gerry McGovern, who had overseen the controversial redesign. Reports indicated McGovern was escorted from company offices, though Jaguar has not disclosed specific reasons for his departure.
Jaguar’s Original Defense of the Rebrand
Jaguar had initially defended its creative direction, arguing the brand needed to break from industry norms to communicate at a higher price point. Executives acknowledged the polarizing public response, attributing part of the backlash to the limits of social media in conveying nuance. As criticism widened and political commentary entered the conversation, pressure mounted for the company to reset course.
What Comes Next
McGovern’s firing marks a significant shift for Jaguar as it works to stabilize operations, rebuild its product strategy, and recover from one of the steepest sales declines in its history.