Jaguar rode the DEI train right into a wall, cuts 500 management jobs after going woke

Amid a drop in sales and branding issues, Jaguar Land Rover is reportedly looking to cut up to 500 management jobs in the United Kingdom.

This is just months after the British carmaker sparked criticism for an ad campaign featuring bright colors and a new logo, giving the boot to the highly recognized big cat badge and opting for a geometric “J” instead as it rode the DEI train into the wall.

Jaguar cars ditches iconic logo and unveils new logo in bizarre DEI fashion advert. pic.twitter.com/izJ0GLNPmN

— Oli London (@OliLondonTV) November 20, 2024

“JLR said it would launch a voluntary redundancy scheme, and that the cuts were not expected to exceed 1.5% of its British workforce,” the BBC reported, noting that the company claimed the decision was “normal business practice.”

The company said it “regularly offers eligible employees voluntary redundancy,” adding that the plan is based on “the business’s current and future needs.”

Jaguar Land Rover revealed that it experienced a drop in sales in the three months to June, pointing a finger at President Donald Trump and his 10% tariff on British cars exported to the US.

Sir Keir Starmer, the UK’s leftist prime minister, visited the company in the spring and shared a message that evidently didn’t age well.

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

Trump’s tariffs “play a big role in this,” according to Professor David Bailey of the Birmingham Business School.

“It wasn’t that long ago that JLR was reporting bumper profits – £2.5bn profit to the year ending in March – which was its best results in a decade,” the car industry expert told the BBC’s Wake Up to Money show.

However, before the job cut report, Labour MP Preet Kaur Gill said the recent trade deal between the US and UK helped to preserve JLR jobs.

“In my region, Jaguar Land Rover is a really important employer. The fact that we’ve managed to save 12,000 jobs, bring tariffs down… this is an ongoing relationship and our commitment is to make sure we continue that,” she said.

Many, however, saw the writing on the wall after the company, which announced it was going 100 percent electric, also went full “woke.”

“At Jaguar, we are passionate about our people and we are committed to fostering a diverse, inclusive, and unified culture that is representative not only of the people who use our products but in a society in which we all live, a culture where our employees can bring their authentic selves to work,” Jaguar’s new director of marketing, Santino Pietrosanti, declared last October.

Man behind Jaguar’s new woke rebrand is BLM supporting American designer who has bragged about establishing ‘over 15 DEI groups’ at the car maker.

Santino Pietrosanti previously boasted about his push for diversity at Jaguar saying:

“We’re passionate about our people and… pic.twitter.com/W79Uc2aYMg

— Oli London (@OliLondonTV) November 21, 2024

The latest news about falling sales and job cuts prompted lively reactions on X.

Jaguars sales have dropped by 97.5% since this rebrand, selling just 49 vehicles in Europe.

Go Woke, Go Broke. pic.twitter.com/sU4epY9CCI

— Basil the Great (@Basil_TGMD) July 1, 2025

Jaguar is laying off hundreds of people, mostly from management positions.

I wonder what happened!? pic.twitter.com/JSkmETlF94

— Clara Winslow (@clara_winslow) July 17, 2025

Jaguar changed their Marketing branding recently and it tanked.Sales also tanked . Usa tariffs also didn’t help exports which was a huge income from them.

— Melanie Gigg (@faustinogirl) July 17, 2025

Not defending Starmer here, but Jaguar has seen a 97.5% drop in sales since their suicide by marketing in November last year, selling a mere 49 cars in the UK n April. It’s possible the board is to blame for this one.

— (@PiersC14) July 17, 2025