Jaguar Land Rover’s (JLR) chief creative officer, Gerry McGovern, has left the company, a move announced shortly after the appointment of new CEO P.B. Balaji. McGovern, responsible for shaping Jaguar’s controversial new design direction, departs after 21 years with the British automaker.
A Legacy of Luxury and Disruption
McGovern’s tenure saw the elevation of the Range Rover to a six-figure luxury status, with hits like the Evoque and a successful Defender revival. However, his most recent work—the relaunch of the Jaguar brand—has been met with intense scrutiny. The campaign, featuring avant-garde imagery and slogans like “delete ordinary,” sparked debate, drawing criticism from conservative media outlets that labeled it “woke.”
The rebrand intentionally bypassed traditional marketing by first generating buzz with provocative visuals before unveiling the Type 00 concept, a radical coupe meant to preview the brand’s electric future. This unconventional approach drew global attention, even catching the eye of political commentators who questioned Jaguar’s viability.
A Bold, Risky Strategy for Electric Transition
JLR’s strategy involves completely discontinuing existing models to create a clear separation between legacy products and the new, strictly electric lineup. This aggressive “sun-setting” of the current range is unprecedented in the auto industry, where gradual transitions are more common. The new Jaguar generation will start with a four-door GT priced significantly higher than previous models – around £110,000 to £130,000, compared to the old average of £55,000.
The company is betting that luxury consumers will embrace the new Jaguar, despite the lack of hybrid or combustion engine options. The Type 00’s design, with its notably long bonnet, has drawn questions from critics, with McGovern himself defending it as a deliberate statement of “desire” rather than functional necessity.
Leadership Vacuum and Uncertain Future
McGovern’s departure leaves a significant void in JLR’s design leadership, following the earlier exit of his second-in-command, Massimo Frascella, who now heads design at Audi. JLR’s ambitious production timeline for the new electric models is further complicated by recent cyberattacks that disrupted operations.
The luxury EV market remains relatively small, with even established players like Porsche and Lotus facing challenges in demand. McGovern’s age (approaching 70) suggests a succession plan was likely in development, but his sudden exit adds another layer of uncertainty to JLR’s already high-stakes strategy.
The move underscores the risks inherent in Jaguar’s radical rebrand. While aiming for disruption, the company is relying on a small, high-end market to sustain its electric future.
