Jaguar Land Rover has announced it is set to axe 500 jobs from its UK operations.
The car maker said 500 managerial jobs would be cut, saying it would offer voluntary redundancies.
It insists the job losses will not go over 1.5 per cent of its British workforce, describing the move as ‘normal business practice’ in a statement.
The car giant previously warned that tariffs on British made motors being sold to the US would have a direct hit on its profits.
MailOnline has approached JLR for comment.
This comes after the giant’s rebrand last year, which critics took aim at, calling it ‘woke‘.
The firm’s rebrand saw it replace the well-known badge in favour of a geometric ‘J’ design, which lovers of the brand raged looked like the logo on a handbag clasp.
The car maker said 500 managerial jobs would be cut, saying it would offer voluntary redundancies
It comes after the giant’s rebrand last year, which critics took aim at, calling it ‘woke’
The car giant previously warned that tariffs on British made motors being sold to the US would have a direct hit on its profits
Jag’s rebranding effort was three years in the making, as the iconic British automaker accelerates its transition to becoming an all-electric brand ahead of the UK’s 2030 ban on new petrol and diesel vehicles.
Launched under the tagline ‘Copy Nothing’, a nod to the philosophy of company founder Sir William Lyons, the campaign featured a striking new ad with diverse models in vibrant, futuristic attire traversing an otherworldly landscape.
Critics accused the company of watering down its famously fierce image – ditching the snarling big cat logo in favour of a ‘friendlier’ typeface that’s left purists fuming.
The ad also focused on diversity, with androgynous models in extravagant clothing accused of straying too far from the brand’s traditional image.
Amid ongoing backlash over the dramatic shift, Jaguar’s sales in Europe have nosedived, dropping a staggering 97.5 per cent as the company navigates one of the most ambitious transformations in its history.
According to figures from the European Automobile Manufacturers’ Association (AECA), the company registered just 49 new vehicles in April 2025 compared to 1,961 units sold in the same month last year.
The advert features boldly dressed fashion models in bright primary colours alongside slogans such as ‘break moulds’ and ‘create exuberant’
A still from Jaguar’s ‘copy nothing’ rebrand advert – which was criticised for featuring no cars
The classic Jaguar ‘growler’ logo has been ditched as the car firm reinvents itself to appeal to a younger audience of car buyers
This is the new Jaguar logo – a roundel made up of the letter ‘J’ that looks the same both ways up
Year-to-date sales from January to April also slumped, dropping 75.1 per cent with just 2,665 motors sold.
But the British car marque has insisted the reason for the freefall in sales is not because of a lack of support or an image overhaul, but because it has stopped making older models as it focuses on its relaunch with an all-electric offering.
Defending the news, the firm said it was ‘pointless’ to compare figures for 2024 and 2025, as ‘Jaguar is not currently on sale in the UK’ while it goes through its ‘sunset period’ of radical change.
This is a breaking news story, it will be updated soon.
