Jaguar Fires Chief Creative Officer Behind Flop Rebrand After Sales Collapse

Gerry McGovern, the architect of Jaguar’s widely ridiculed rebranding campaign, has been fired following a catastrophic drop in sales and months of public backlash, according to a report from Autocar.

McGovern, who served as the company’s chief creative officer for two decades, led the avant-garde “Copy Nothing” campaign that debuted in late 2024. The commercial, which notably featured no actual cars, was slammed by consumers and industry leaders alike for being incoherent and out of touch. Instead of showcasing Jaguar’s signature design or performance, the ad displayed people in flamboyant outfits smashing props with sledgehammers and striking poses in a rainbow-colored frenzy — all while phrases like “delete ordinary” and “break molds” flashed across the screen.

Elon Musk bluntly asked, “Do you sell cars?” in a viral reaction to the ad, echoing the sentiment of thousands of viewers who felt the campaign had nothing to do with Jaguar’s vehicles.

Jaguar’s X (formerly Twitter) account tried to defend the commercial with cryptic replies like “The story is unfolding,” and “Consider this the first brushstroke.” But the damage was already done.

Sales in Europe reportedly plunged by a staggering 97.5% following the rollout of the new branding, which was meant to signal Jaguar’s transition to an all-electric future. The backlash only intensified as customers and dealers alike grew frustrated with the company’s sudden departure from its luxury performance image.

PB Balaji, who was appointed CEO earlier this year following Adrian Mardell’s exit, moved swiftly to clean house amid mounting pressure. McGovern’s dismissal is the first major leadership change under Balaji’s tenure.

Managing director Rawdon Glover had previously tried to downplay the criticism, blaming the reaction on what he called “a blaze of intolerance” on social media. He also denied that the campaign was “woke,” insisting it was meant to reflect “Exuberant Modernism.” McGovern echoed that defense at the time, calling the ad “imaginative, bold and artistic at every touchpoint.”

But even supporters within the company were reportedly stunned by the near-total collapse in consumer interest. Industry insiders say the campaign failed because it alienated Jaguar’s traditional buyer base without attracting new customers — a fatal miscalculation during a high-stakes shift to electric vehicles.

Now, with Jaguar’s image in freefall and market share evaporating, the company faces a major uphill battle to recover.