Jaguar Land Rover Cutting up to 500 Jobs in UK Amid Slumping Sales
“Jaguar Land Rover (JLR) declined to say which sites would be affected, but said the role reductions were spread across the firm’s management team.”
Do you recall that ridiculously woke ad that Jaguar ran last fall? Things are not working out as planned. Their sales numbers have been going over a cliff and now they’re cutting hundreds of management level jobs in the UK.
Here’s the ad in case you missed it.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Remember how the car brand Jaguar transitioned to become super woke?
Well, their cars sales have collapsed by 98%
They just announced they are laying off 500 employees.
Go woke – go broke.
— PeterSweden (@PeterSweden7) July 17, 2025
It’s a classic case of get woke and go broke. Other companies would be wise to learn this lesson before it’s too late. Also, note the hilarious attempt to blame this on Trump’s tariffs.
From the Evening Standard, via MSN:
Jaguar Land Rover cutting up to 500 management jobs in UK
Luxury car maker Jaguar Land Rover is axing up to 500 management jobs in the UK amid a slump in sales and trade tariff woes.
The Tata-owned firm said around 1.5% of its UK workforce of more than 33,000 would be affected by the job cuts, which are going as part of a voluntary redundancy programme for managers in the UK.
Jaguar Land Rover (JLR) declined to say which sites would be affected, but said the role reductions were spread across the firm’s management team.
The group has sites in locations including Solihull and Wolverhampton in the West Midlands, Halewood in Merseyside, Gaydon in Warwickshire and Whitley in Coventry.
It comes after JLR revealed last week that retail sales plunged 15.1% in the three months to June after a temporary pause in exports to the US and the planned wind-down of older Jaguar models, while wholesale sales dropped by 10.7%.
The company said the significant fall in sales was partly driven by the pause in shipments to the US in April after US President Donald Trump’s administration introduced new tariff plans.
In April, the US government said it would launch an additional 25% tariff on car imports into the US, in an effort to encourage more car production within the country.
Yeah, that’s it. It was the tariffs and not the weird commercial that didn’t even feature the product.
According to his LinkedIn profile, this guy is still the director of Jaguar UK. Listen to his remarks. He sounds more like the head of the College Democrats than someone who works for a car company. He mentions diversity, equity, and inclusion repeatedly and barely even mentions the product.
This is Jaguar's new Director of Marketing, Santino Pietrosanti. Explains everything. pic.twitter.com/xNPtIF4eea
— End Wokeness (@EndWokeness) November 22, 2024
Featured image via Twitter/X video.
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Comments
My word, Jaguar’s Marketing Chief sounds like a complete loon, obsessed with naming every leftist DEI buzzword known to man.
Notice what he never mentioned? Building and SELLING hot, high performance cars.
Who hired this crackpot? What was his previous job? Singing show tunes perhaps?
He wouldn’t know an XKE if it ran him over.
“obsessed with naming every leftist DEI buzzword known to man.”
My tinfoil hat suggests an AI wrote this speech.
“obsessed with naming every leftist DEI buzzword known to man.”
buzzword—that was my reaction ten seconds into the video. 🙂
And we were told that Jaguars and Land Rovers were the best selling brands in Wakanda.
Going all electric with such an innovative new marketing campaign. With significantly higher prices. How could they have failed? Everyone loves woke. And overpriced EVs.
The video! Mulvaney’s brother from another mother looked like he was going clubbing.
Jaguar was in crisis long before they made the worst marketing decision in the history of marketing decisions. Their problem was (and continues to be) they weren’t bougie enough to compete with Aston, reliable and performant enough to compete with Porsche nor sexy enough to compete with Ferrari, the three auto makers that make the kinds of grand tourers and performance SUVs Jaguar made. They were in no man’s land. BUT, they did have the cachet that the marque earned for itself going back to the 1960s that helped it develop an almost cult-like following among gearheads on both sides of the Atlantic.
Looking at imminent financial collapse, they saw that electric cars were selling well in China – a huge emerging market for Euro auto makers (so they believe, anyway) – and decided to abandon all that enthusiast goodwill on the (small) chance they would attract a new kind of buyer, both at home and abroad. What they (unbelievably) couldn’t understand is that EV buyers aren’t car enthusiasts. It’s a purchase of reluctance. They don’t even like to drive which is why Tesla has invested so much money on their autonomous pilot garbage. It was a horrible decision for an auto maker to try and build a brand identity that targets people who don’t even want to drive.
Excellent points. I saw someone else the other day say it often “It’s going broke, so might as well go woke.” (I think it was Buck Throckmorton.)
I think both are in play, but Jaguar was likely broke->woke, instead of the other way around.
They’re trying to do this to Harley-Davidson and Ford, as well. Not meeting with much success — particularly on the Ford side, since (correct me if I’m wrong) they’re not already in financial distress.
The long run result in the fight for HD remains to be seen, as its consumer base ages out and a chief advantage (a massive dealer network) shrinks.
That ad campaign must have offended too many London Arabs.
His incessant repetition of Jag-you-er offends ME.
He sounds like an American to me. With the exception of his pronunciation of Jaguar, I heard no hint of a British accent. Yet I thought it was the quintessential British product: elitist, sophisticated, but unreliable., requiring constant babying.
I’m curious about his real name. Is it Sandy St. Peter? Just living out his ‘authentic self’, ‘their’ ‘truth’, xits ‘xreality’ as Santino Pietrosanti? Inquiring minds want to know.
This will go down as one of the most egregious cases of managerial malpractice. Like the Edsel and Bud Lite debacles, it will be taught in B-schools for years as the example of what not to do for years.
My car is a 2005 Jaguar S-Type (one owner, still runs like a top and is a great driving machine, and IMO was the last Jag model that had the iconic Jag styling). I’m thus an example of Jag’s fundamental market: middle aged “car guys” with significant disposable income who like classic-styled ICE-based cars that perform, and have no small amount of brand loyalty.
This insane rebrand campaign, by its own admission, went out of its way to alienate and insult this market demographic entirely, and instead appeal to woke hipsters to buy very expensive electric cars. But this new target market is largely in urban areas where many even don’t drive, aren’t “car guys” in the first place, and for the most part won’t have the income to purchase these cars, much less to garage them.
And they face stiff competition from other electric performance cars (Audi, Mercedes, Tesla), all of whom have products in the market now.
But hey, the Jag CEO and its soiboi gay marketing director will get plaudits from the wokesters in media / marketing circles (who won’t/can’t buy the cars either).
Will it, tho? Be taught in B-schools? Or are they not too far gone? Are they not ultimately – at least somewhat – responsible for this nonsense?
On another note, how and where can we find out if ‘Santino Pietrosanti’ is just a fantastical rebrand of Sanders St. Peter, or the like?
Two words come to mind. “Death Spiral”. I first learned the meaning of those words from my flight instructor. Some of the lessons were about how to safely recover from “unusual attitudes”. The instructor would put the aircraft into an unusual attitude while the student’s eyes are covered, then the student has to return the aircraft to straight and level flight. The hardest part of recoving from a death spiral is recognizing that is what is happening. Jaguar may not understand that they are pretty deeply into a death spiral.
“Death spiral” is appropriate for the Jag situation; however, the description is debatable.
Kennedy Jr died in a death spiral: a non-instrument rated pilot flying visually with no discernable horizon to refer to (e.g. haze, above cloud layer). The airplane rolls a wee bit. This starts a descending turn. Airspeed increases because the plane is descending. The pilot pulls back on the controls to reduce the airspeed – this is all they know to do. This tightens the turn = faster descent, airspeed increases even more. This builds until the plane breaks up from the forces, or impacts. In some cases, the plane might stall and snap roll the opposite direction into a spin. An pilot well trained in instrument flight recognizes the initial roll and correctly rolls the plane back to level – as indicated by the instruments.
The initial roll might be caused by normal atmospheric conditions, or an unusual attitude, or a number of normal situations.
Roll to level before the airspeed increases to the ‘never exceed’ limit.
Jag has unqualified folks at the controls. Did Jag have a horizon to refer to = business goals and guidelines? Apparently, the goals were bogus DEI stuff, not solid business/economic goals? What instrument references did Jag use? Incorrect/misleading surveys and ‘feelings’ ?? Spatial disorientation is whole topic.
Buy popcorn to watch the crash – film at 11?
When will the entire production be shut down? These ‘leaders’ are fouling the lives of many workers.
Sad situation.
Kennedy Jr died in a death spiral
______________________________
the fatal trifecta–inexperienced pilot(no instrument ticket), inclement weather, at night–would add over water as well–not really surprising and unfortunately took a couple of souls with him
When a pilot experiences a loss of control, in some situations the best thing to do is nothing. Pilot input will make things worse, but aircraft will sort itself out if left alone.
Is this what Jaguar did? Gave input when their hands should have been off the controls? Certainly, whatever situation they thought they were addressing, they made things worse with their pilot input.
They keep switching between Jagwar and Jag-you-are in their ads.
well
they also switch between what is a male and what is a female
have owned a couple of jags over the years–everyone should experience a broken kitty at least once–regardless, iconic cars indeed
the real culprit here (as with budlite) is whoever hired this clown and, more importantly, approved this rebrand horsecrap–in a word, insane–but alas, too late now
sad to see
jag jag offs
Lesson loons are not your base market.
It’s not that they are woke, it is those in charge of critical decision making are anti-capitalism. The market will ruthlessly punish those who ignore it; yet somehow that is no longer taught in business school any more.
The big problem is when there is a captive market and a woke executive — who has federal funding as a cushion — will go full blinders ahead and hire, oh let’s say pilots, based on DEI criteria and the public can go find other means to cross the ocean for holidays if they are worried abut safety.
woke is anti capitalism
they claim that its capitalism that made them and kept them slaves…all they while so self unaware that guys named Le Bron etc are somehow NOT slaves via capitalism while they remain slaves to the woke socialist communist movement
I don’t know if this still applies: British cars have a reliability problem. I remember a British shop-floor team touring a Japanese auto plant who were shocked to observe that the doors fit exactly on the frame– to the millimeter. Those same workers wore leather aprons with mallets back home. They would pound the doors with their mallets to get them to fit. Various friends and carpools owned British sport cars, and they had lots of trouble. Oil leaking into the passenger compartment. My friend and colleague read the manual for his MG: “After every run adjust the valves.” I owned a SAAB which burned valves. Later I found out: SAABs at that time had British engines. The valves had a metallurgy problem. All my info is ancient, and modern British auto engineering and manufacturing might be fine. However, I would never buy a British car.
This week I was talking to a lady friend about the recent Jaguar ad, and she likes it! This is a person I really like and respect. I’m a lot older. Perhaps that’s the reason for the different aesthetic.
Two seater Jag: driver seat and a seat for the mechanic you must have with you.
That is certainly my impression too. If I am not mistaken, Jaguar/Land Rover still aren’t considered reliable when compared to other manufacturers (taking into account that they might be better than they formerly were.) I found a source online that says Jaguar has moved ahead of Lexus in the JD Powers ratings. But was it Lexus that declined or Jag that improved?
I’ve long wondered how the Brits managed to design and build the Merlin engine. It seems that when they put their heads down, they can make extraordinary engines (even today RR makes terrific jet engines), but they generally only rise to the occasion of challenging specifications. If they’re just building consumer vehicles, it seems they don’t apply themselves. Maybe the difference between us and them is our car culture that demands performance?
These types of people are still embedded all across corporate America. Lockheed, Boeing, Ford, Tractor Supply, Harley Davidson, Lowes.
Don’t even get me started on Tech companies America. Does netflix still ask about your sexual preferences for job applications (seriously they asked if you were gay and a dozen other inappropriate questions).
Go read some of ServiceNow’s material… they’ve got a transvestite dead center in their marketing materials.
Corporate America is still sick. The fact that this is sitting on top of the usual crookedness and corruption that thrives in much of corporate America is NOT good.
Jaguar and Victorias Secret might be dead brands, but the people who believe this stuff are still making decisions in lots of companies.
THIS! Shout it from the rooftops!!
At least they’re cutting management. Useless drones most of them.
This was Jaguar’s Bud Lite moment!
As to Jaguar unreliability, I bought a 1994 XJ6, made a few years after Ford had bought the brand in 1990. I never had any mechanical or electrical problems, what the early model years were famous for and really depressed resale values.
In the mid-70s, when Jaguar were deemed a luxury vehicle to aspire to, but mechanically “high maintenance”, I pulled into a gas-station. A beautiful full-sized Jaguar was ahead with bumper sticker which read:
“Ah … But When It Runs.”
Today, I cannot recall when I last saw a Jaguar on the road. …
Are owners keeping their Jaguars stored, afraid to be seen in the “brand” ?
I for one hope the Jaguar brand dies, and perhaps the bondholders, bank lenders and equity all take a near 100% loss.
Perhaps “stakeholders” will begin to require that companies focus on sustainable profitability and leave ESG, DEI, CRT, AA, and all the other crap that can be dreamed up by those without actual marketable skills.
Let the scam artists to effectively prey on the progeny of those who achieved great wealth the old fashion way – They stole It, (from the gullible public, government, and formerly wealthy progeny of the long deceased wealthy).
Any product which can be “mass marketed” is not a “luxury item”.
There are actually plenty of Jags on the road. New Jags though, I don’t see many classic Jags. But the new Jags don’t look like the classics, so they’re not as easy to spot. And most no longer have the leaping kitty on the hood (a simple badge has taken the kitty’s place) because vandals break them off (same for the Mercedes hood ornament). No kitty increases the difficulty of Jag spotting.
wondering why the brits have beautiful autos but lousy mechanics?
b/c their dentists work part time as auto mechanics
Cue the proctologist joke…
J ust
A rrived
G arage
U ndergoing
A nother
R epair
Their sales are much worst. They are going electric.
The luxury British automaker registered just 49 vehicles in Europe in April, compared with 1,961 vehicles in the same month last year, according to data from the European Automobile Manufacturers’ Association.
Sales between January and April plummeted 75.1%, with just 2,665 cars sold across the continent.