Jaguar former design boss defends controversial brand relaunch

Gerry McGovern, the former design boss of Jaguar, has defended the brand’s controversial relaunch following a widely criticized advertising campaign. Speaking to Autocar, McGovern stated that the ‘Copy Nothing’ campaign was taken out of context and intended to position Jaguar as a unique entity.

McGovern attributed the backlash to the campaign becoming entangled in broader cultural debates in the United States involving figures such as Donald Trump and Elon Musk. He noted that the discussion shifted toward ‘woke-ism’ and anti-cultural sentiments, despite his lack of familiarity with the term at the time of the launch.

The initial November 2024 advertisement featured diverse models in brightly colored clothing without showcasing a vehicle, which drew significant criticism. Donald Trump later labeled the advertisement a ‘disaster’ and a ‘stupid, and seriously WOKE advertisement’ on Truth Social, claiming the company was in turmoil.