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Folks, here’s another textbook case of corporate suicide by woke: Jaguar’s chief creative officer, the man who turned a legendary British marque into a pink-and-blue gender-fluid fever dream, just got marched out the door.
Gerry McGovern, Jaguar Land Rover’s longtime chief creative officer, was fired with immediate effect Monday and escorted from the company’s headquarters in Coventry, England, multiple sources confirmed to The Telegraph.
Jaguar Land Rover, owned by India’s Tata Motors, declined to comment on the dismissal.
🚨NEWS: The person responsible for Jaguar going Woke was fired today and escorted from the building
— Basil the Great (@BasilTheGreat) December 3, 2025
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
The abrupt termination ends McGovern’s 21-year tenure at the company and comes less than a week after Tata Motors finance chief PB Balaji replaced Adrian Mardell as JLR chief executive.
McGovern was the driving force behind Jaguar’s 2024 rebrand that abandoned the brand’s traditional, classic masculine image in favor of what the company called a "bold, art-inspired" androgynous identity targeting ultra-wealthy buyers.
The campaign featured a sleek "Type 00" electric concept car finished in bright pink and blue, unveiled at Miami Art Week, and a launch video showcasing androgynous models but not a single automobile.
The rebrand triggered immediate global backlash.
Reform UK leader Nigel Farage called it "absolutely bonkers."
President Donald Trump posted on Truth Social that Jaguar had "gone totally WOKE" and predicted the company would "go out of business fast."
"On the other side of the ledger, Jaguar did a stupid, and seriously WOKE advertisement, THAT IS A TOTAL DISASTER!" he added. "Who wants to buy a Jaguar after looking at that disgraceful ad."
Rawdon Glover, Jaguar brand managing director, defended the campaign at the time, telling the Financial Times: "We need to re-establish our brand and at a completely different price point so we need to act differently."
He later told ABC News, "We’re not looking for everybody to say, 'That’s nice.' I think great design does polarise, whether that’s in fashion or architecture or whatever else. So having the confidence to say this is what we think the 21st century Jaguar should look like and then sticking to that is very important."
The market delivered its verdict.
Jaguar halted all new car sales in November 2024 to prepare for an all-electric relaunch originally slated for late 2025, now delayed to 2026. Industry reports indicate the rebrand contributed to a 98 percent collapse in Jaguar volume in key markets.
Former CEO Mardell announced his retirement in August and departed in November; JLR insisted the exit was unrelated to the rebrand controversy.
McGovern’s escorted removal Monday marks the second high-profile casualty tied to the campaign in less than a week.
Another pack of smug, satanic globalist elitists who thought they could ram their warped, degenerate ideology down the public’s throat and force us to swallow it. Turns out the people aren’t buying the garbage, never will, and are flat-out fed up with the trash.
