Jaguar's design troubles have intensified with the firing of chief creative officer Gerry McGovern, just months after a controversial rebranding effort. The 2024 rebrand, characterized by a curvy wordmark and a lack of actual cars to showcase, sparked significant online criticism and failed to boost sales. Reports indicate that Jaguar has also severed ties with the advertising agency behind the rebranding campaign, signaling a deeper crisis in the company's design strategy. McGovern's dismissal comes shortly after the appointment of a new CEO at Tata Motors, Jaguar's parent company. This change in leadership may point to a shift in control over Jaguar's direction. The Type 00 concept EV, which McGovern championed, has not resonated well with the public, receiving scathing reviews online. Critics describe it as impractical and poorly conceived, reflecting a broader sense of dissatisfaction with the brand's current trajectory. With both the advertising agency and McGovern now gone, Jaguar faces significant challenges in redefining its design identity.