Jaguar's Design Chief Gerry McGovern Reportedly Sacked Amid Controversy Over 'Woke' Rebrand

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British carmaker Jaguar Land Rover (JLR) has reportedly made another high-profile exit, with chief creative officer Gerry McGovern leaving the company in a sudden move. McGovern, a veteran designer, was behind the rebranding of Jaguar last year, which sparked controversy due to its 'woke' tone. According to an Autocar India report, McGovern was 'escorted out of the office' after being sacked. However, JLR and Tata Motors have not commented on the matter, and HT.com could not independently verify the report. McGovern's departure comes weeks after JLR's parent company, Tata Motors, appointed PB Balaji as its new CEO. Balaji, the company's former CFO, took over as JLR's first Indian CEO in November. As JLR's design chief, McGovern was responsible for the creative direction of several iconic car models, including Range Rover, Defender, Discovery, and Jaguar. He joined JLR's board of directors in 2021 and was tasked with redefining the Jaguar brand. McGovern's departure has sparked debate over the future of Jaguar's branding and design direction. His 'woke' rebrand, which featured a group of multiracial models in colourful clothing, was slammed by celebrities such as Donald Trump and Elon Musk. The rebrand was an effort to reinvent Jaguar as an electric vehicle maker, but it was met with criticism for being confusing and tone-deaf. McGovern had defended the rebrand, saying it was a 'reimagining' of the Jaguar brand that made it relevant for a contemporary audience. As JLR continues to navigate the changing automotive landscape, the company's new leadership will face the challenge of deciding the future of its branding and design direction. Will they stick with McGovern's vision or take a different path?