Jaguar Land Rover has announced mass management redundancies, with 500 UK jobs facing the axe after its woke rebrand – but the company insists it is just “normal business practice”. The Mail has more.

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% 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. 

This comes after the company faced widespread criticism over its controversial rebrand.

The company last year accelerated its plans to shift to electric vehicles with a new advertisement featuring brightly dressed models but no cars. The group also abandoned its iconic ‘growler’ cat badge, replacing it with a curved geometric J and L symbol.

Critics of the radical rebrand – including Nigel Farage and Elon Musk – accused the carmakers of abandoning their ‘jag-man’ heritage.

JLR sales have slid sharply over the past three months after a temporary pause in exports to the US and a pause in production of all Jaguar models for a year.

The Tata-owned car maker revealed that retail sales slid by 15.1% to 94,420 units over the three months to June. Meanwhile, wholesale sales dropped by 10.7% to 87,286 units compared with a year earlier. 

The company said the significant fall in sales was partly driven by the pause in shipments to the US in April after President Trump’s administration introduced new tariff plans. 

A spokeswoman said: “As part of normal business practice, we regularly offer eligible employees the opportunity to leave JLR through limited voluntary redundancy programmes.” …

Amid ongoing backlash over the dramatic shift, Jaguar’s sales in Europe have nosedived, dropping a staggering 97.5% 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 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 suspended production of all cars in November as part of a 12-month ‘fire break’ period for dealers and customers to prepare for its electric rebrand.

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.

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