GET WOKE, GO BROKE: Designer Behind Ridiculous Jaguar Rebrand Is Fired, Escorted From the Office
Where is the Jaguar, anyway?
Jaguar’s recent campaign was more than a misstep—it was a full-blown disaster.
Steering a world-class automaker through a controversial “woke” rebrand, only to see 98% of sales evaporate, is a sure way to lose your job. That fate has now befallen Jaguar-Land Rover (JLR) chief executive Adrian Mardell, who was replaced just days ago by PB Balaji, the former finance head of Tata Motors, Jaguar’s parent company.
🚨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
The designer behind the polarizing rebrand hasn’t survived the shakeup either. Gerry McGovern, JLR’s former chief creative officer, was reportedly dismissed immediately after Balaji took charge. According to The Telegraph:
“Gerry McGovern, who was formerly Jaguar Land Rover’s chief creative officer, was told he was being dismissed with immediate effect on Monday. He was then escorted out of the office, although details of his exit remain unclear.”
McGovern was the principal architect of Jaguar’s radical rebrand, which sought to move the marque away from its traditional “Jag Man” image toward an ultra-wealthy clientele. The first electric model’s concept, unveiled at an international art show last December, featured a sleek, futuristic design in bold pink and blue tones.
An advertisement for the rebrand, which showcased androgynous models rather than the cars themselves, drew widespread criticism for being excessively “woke.” High-profile figures, including Nigel Farage and President Donald Trump, publicly condemned the campaign.
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