By Anthony Henson, November 22, 2024
Professor Gerry McPoser McGovern, the automotive design icon of his era, represents a unique phenomenon. When a designer becomes the celebrated face and spokesperson of an automotive brand, serving as the go-to figure for media outlets seeking headlines, he is elevated to an almost movie star status. Venerated without question, his every word is treated as if it were an oracle.
McGovern’s design credentials are undeniably outstanding. Only the very best designers—those with both exceptional talent and dominant public personas—achieve the rare feat of becoming not only integral to a company’s design philosophy but also influential within its broader management structure. However, the recent rebranding of Jaguar suggests that McGovern’s once-potent influence may be waning.
The new Jaguar rebranding campaign has succeeded in generating publicity, but at a steep cost. It has sparked widespread criticism for its contemporary portrayal of societal shifts—shifts that seem to exist only in the minds of advertising executives eager to reshape the narrative while paradoxically clinging to nostalgic ideals for themselves.
McGovern participated in the media presentation for Jaguar’s rebranding and, during his discussion of the DEI-influenced marketing material, made a startling remark: no one on his team has been “sniffing the white stuff.” Such a statement is astonishing, not least because it seems to imply a history of drug use during working hours, if not outright by his team, then at least by some within his orbit.
The comment carries troubling connotations of drug use and driving under the influence. Is McGovern inadvertently condoning such behavior? More concerningly, the remark highlights a deeper issue: McGovern appears to operate without meaningful oversight. There seems to be no one willing—or perhaps brave enough—to challenge his authority, even when his public persona diverges sharply from the professionalism expected in his role.
Has Professor McGovern lost touch with reality? Or is he simply defending the indefensible? Either way he comes across as being blinded by loyalty and fuelled by a narcissistic pursuit of media attention.
The harsh reality is that Jaguar, as a brand, is beyond saving. This rebranding effort is not just a gamble—it is the tolling of the bell. Jaguar’s parent company, Tata, appears willing to pour resources into this endeavour, but these efforts seem destined to amount to nothing more than an expensive prelude to the ultimate demise of this loss-making entity.
