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The Collapse of Jaguar's Controversial Rebranding: A Deep Dive into Failures and Parting Ways

The Backstory of a Failing Rebrand

In recent months, Jaguar has become the poster child for branding missteps in the automotive industry. Notably, the company has been embroiled in a series of controversial decisions, culminating in the firing of its chief creative officer, Jerry McGovern. McGovern was the mastermind behind what many consider a disastrous "woke" rebranding campaign that seemed to alienate its core audience rather than attract new customers.