Jaguar Land Rover appoints creative chief McGovern to board as it redefines strategy

LONDON -- Jaguar Land Rover appointed creative boss Gerry McGovern to the board of management to help redefine the Jaguar brand as the UK automaker reviews its strategy under new CEO Thierry Bollore.

Bollore took over the company in September and faces a number of challenges including electrification, managing underutilization of its plants, handling the rapid fall in diesel sales and the effect of COVID-19 on the industry.

The Jaguar brand has also underperformed Land Rover in recent years with some model overlap.

Bollore said McGovern would be "developing the character, distinction and personality of each" brand and the role includes leading the design function at the marques.

"Jaguar Land Rover continues to transform its business at pace and redefine its strategic direction," the Tata Motors-owned company said in a statement.

"In his new role McGovern’s recognized creative mindset along with his business acumen will also take on the curation of the Jaguar brand with a remit to redefine its future."

After leading Land Rover design since 2006, McGovern was promoted to Jaguar Land Rover's chief creative officer, overseeing Jaguar design boss Julian Thomson and Land Rover design head Massimo Frascella.

McGovern told Automotive News Europe in an interview that he aims to modernize the design of Jaguar cars and make the sports-car brand "wonderful again."