More than a failed campaign, it was a real catastrophe for Jaguar.
It’s a fair assumption that if you steer a world-class company through an absurd ‘woke’ rebrand and kill 98% of your sales in the process, you are going to be very fired.
That applies to chief executive of Jaguar-Land Rover (JLR) Adrian Mardell, just replaced days ago with PB Balaji, the former finance boss of Tata Motors – the owner of JLR.
And, of course, that applies even more to the designer behind the controversial and universally-hated ‘woke’ Jaguar rebrand, who has reportedly been sacked from the company just days after Balaji took over.
The Telegraph reported:
“Gerry McGovern, who was formerly Jaguar Land Rover’s (JLR) chief creative officer, was told he was being dismissed with immediate effect on Monday.
He was then escorted out of the office, according to reports, although details of his exit remain unclear.”
🚨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