Speaking at the New York motor show, McGovern said he was trying to change the established practice of introducing mid-life product updates for a process of continual improvement.
"With the Evoque in particular, I don't want to be in a position where I have to change the front end for the sake of it," said McGovern.
"We have to keep it fresh, but that doesn't mean changing the design necessarily, it could mean offering different finishes, materials, technology and so on, in a series of updates when they become available."
McGovern also confirmed a need to keep the Evoque relevant by launching new derivatives. Although he played down the likelihood of the Evoque cabrio concept making production imminently, he suggested a hot version of the baby SUV was likely.
"It's about picking the derivative that will have the most impact," he said. " It's true that we have more ideas than capacity, so it's important to focus on what meets our ambitions best."