Celebrating 90 years of history, Jaguar is experiencing a time of turbulence since the presentation, on February 15, 2021, of the Reimagine plan. And the unrest increased, both on April 19, 2023, with the announcement of a (very) important update to the program; and on December 3, 2024, with the world premiere of the Type 00 prototype, during a lavish event at Miami Art Week in the USA.
Gerry McGovern was the face of a controversial transformation, especially among fans and customers of the feline brand, owned by Indian Tata Motors, and the solution came concise and direct: he was fired. The 69-year-old British designer gained prominence and visibility at Jaguar Land Rover (JLR) after leading the creation of a new range for Land Rover, including successful models like the Evoque. According to sources from the manufacturer, the new strongman of the company, PB Balaji, decided to dismiss him, a decision that sparked discussion, and McGovern even had to be escorted out of the company’s headquarters!
Officially, JLR did not comment on the news published, both in India and in England, but the truth is that the information was also not denied… Gerry McGovern had been overseeing the design of Jaguar and Land Rover only since 2020, but had been at the helm of the Land Rover design center since 2006. The most immediate consequence of this dismissal is the fact that the Brit will not attend the premiere of the most controversial project he led in a company that aims to become a specialist in luxury cars equipped with electric drivetrains, capable of rivaling Bentley!
Gerry McGovern led the creation of Type 00, the study that paved the way for a new generation of models with a style as iconic as the best creations in Jaguar’s history. In the program, three products are planned, with the first set to launch at the end of next year. To prepare for such an important launch, the brand resorted to a very bold advertising campaign, which faced much criticism as it featured androgynous models and also communicated the farewell to the feline that was the historical symbol of the manufacturer – even Donald Trump, the President of the USA, “condemned” JLR’s plans. “Copy Nothing,” was promised in the promotional action.
Gerry McGovern designed the Evoque, created the Velar, reinvented the Defender, and was also the man behind the very successful rebranding of the Range Rover lineup. JLR managed to establish itself as a reference manufacturer in the luxury SUV segment and won many new customers, which explains the levels of profitability it presents. The Brit hoped to have the same impact at Jaguar.
On November 15, PB Balaji, a veteran of Tata Motors, succeeded Adrian Mardell at the helm of JLR, who decided to step down and retire after 35 years with the company (this is, at least, the official version of events!…), a decision that reinforced the control position of the Indians.
