Jaguar to Cut 500 Management Jobs as Sales Plunge 97.5 Percent After Disastrous Woke Rebrand
Jaguar Land Rover’s woke rebrand has backfired spectacularly, and sadly, its employees are now paying the price.
After recently announcing a staggering 97.5 percent drop in global sales, the company is now look to slash 500 management level jobs less than a year after they launched a major woke rebrand of the company.
Sky News reports:
The UK-based firm said the reduction in management roles, which amounted to 1.5% of its workforce, would be completed through a voluntary redundancy programme.
JLR has been struggling recently off the back of the US trade war. It temporarily paused exports to the US, its biggest single foreign market, in April after Donald Trump’s hike to duties covering cars to 25%.
It was later trimmed to 10% under the US-UK trade truce agreement, but that rate only covers the cars it makes in the UK.
The terms of the deal also cap total annual car exports to the US at 100,000 models, with the higher rate applying to any vehicles over the threshold.
While the company is attempting to pin the drop in sales on President Trump, the real issue lies in its recent woke rebrand.
The once-iconic manufacturer — long associated with power, style, and elegance — has tarnished its image with a misguided advertising campaign aimed at “reimagining” the brand.
Released last November, the ad featured an ethnically diverse and seemingly gender-fluid group of individuals prancing around in bizarre, avant-garde clothing.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Despite the major backlash, Managing Director Rawdon Glover later defended the marketing decision and insisted the company needs to stand out.
“If we play in the same way that everybody else does, we’ll just get drowned out,” he said.
“So we shouldn’t turn up like an auto brand. We need to re-establish our brand and at a completely different price point, so we need to act differently.”
Meanwhile, British Prime Minister Keir Starmer recently said he had made good on a promise to company workers that he would “protect their jobs.”
Last month, I promised workers at Jaguar Land Rover that I would protect their jobs.
I kept that promise. pic.twitter.com/floVEClyMW
— Keir Starmer (@Keir_Starmer) May 8, 2025
Sadly for those workers, the typical Jaguar customer does not want a car associated with gender fluidity.
Whether the company can ever recover from this self-inflicted humiliation remains to be seen.
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