Jaguar Land Rover has parted ways with Gerry McGovern, the veteran design chief responsible for the company’s highly polarising pink-themed rebrand — a marketing campaign criticised for featuring high-fashion models, avant-garde slogans and not a single Jaguar car.
Industry publication Autocar reported that McGovern, 69, was asked to leave the business on Monday and was “escorted out of the office,” bringing an abrupt end to his 21-year tenure as one of the most influential figures at the carmaker. JLR declined to comment on the departure.
McGovern’s exit comes just weeks after PB Balaji, previously chief financial officer at parent company Tata Motors, took over as JLR’s new chief executive. The leadership reshuffle follows a turbulent year marked by falling demand for premium cars in China, semiconductor supply concerns and a major cyberattack that halted production for five weeks.
Jaguar’s December 2024 relaunch — revealed at Miami Art Week — was widely ridiculed for ditching the brand’s famous “growler” emblem in favour of a high-fashion aesthetic. The glossy campaign featured models with angular haircuts walking through a pink, sci-fi landscape, accompanied by slogans such as “delete ordinary,” “copy nothing,” and “live vivid.”
There were no cars in the campaign video, a decision the company defended at the time as “bold and imaginative.”
The controversy deepened when Jaguar unveiled a concept model in neon “Barbie pink,” prompting comparisons to Lady Penelope’s car from Thunderbirds. Critics on social media labelled the campaign “woke” and out of touch.
Former US President Donald Trump accused JLR of being in “absolute turmoil,” branding the rebrand “stupid.” Tesla chief executive Elon Musk mocked the campaign, asking: “Do you sell cars?”
Despite the uproar, McGovern remains widely respected for reshaping some of JLR’s most iconic models. He led the reinvention of the Defender, elevated Range Rover as a luxury sub-brand and oversaw Jaguar’s transition towards an all-electric lineup, including the “neo-brutalist” Type 00 concept.
Raised in Coventry, McGovern studied at the Royal College of Art before embarking on a career that included roles at Chrysler, Peugeot, Austin Rover and Ford’s Lincoln division. He joined Land Rover as director of advanced design in 2004 and later became JLR’s chief creative officer, also joining the company board.
McGovern’s departure comes as JLR battles production volatility and macroeconomic strain. Dutch semiconductor firm Nexperia has warned it can no longer guarantee deliveries due to political tensions with China, while October’s phased restart of production followed a cyber incident that forced Tata Motors to take a $228.5 million charge.
The pink rebrand had come to symbolise, for some critics, a period of misjudged corporate experimentation — a trend analysts say is now reversing, aided by a shareholder push for more commercially grounded marketing. Retailers such as American Eagle have recently enjoyed strong stock performance after returning to more mainstream, celebrity-driven campaigns.
With Jaguar’s first new electric model due next summer, McGovern’s departure raises fresh questions about how much of his creative vision will survive under JLR’s new leadership.
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Jaguar ‘dumps designer’ behind pink rebrand after backlash over ‘car-free’ campaign