Thousands of jobs to be eliminated by Jaguar Land Rover in the United Kingdom, just months after controversy over the company's progressive rebranding efforts.
Jaguar Land Rover (JLR) is grappling with a significant sales decline and job losses in the UK following its rebranding of the Jaguar brand, which has been met with criticism and controversy. The rebranding, completed in November 2024, was intended to position Jaguar as a high-end electric vehicle brand targeting a younger, more diverse global audience, but it has alienated many traditional buyers and faced criticism from notable figures.
Sales Impact
The rebrand has had a dramatic impact on Jaguar's sales, with European registrations plummeting by 97.5% in April 2025. The brand sold only 1,725 vehicles in the first half of 2025 in the UK, representing an 83.7% decrease compared to the same period in 2024. This decline contrasts sharply with other luxury automakers like BMW and Audi, which increased their EV sales significantly in early 2025. Jaguar's global sales dropped from 180,833 units in 2018 to just 26,862 in 2024–2025.
Job Cuts in the UK
As a consequence of the sales slump and strategic shift, JLR announced plans to slash 500 jobs in the UK in mid-2025. The company described these layoffs as "normal business practice," arising alongside its shift towards becoming an electric-only manufacturer from 2026 onward. The job cuts will primarily affect managerial positions.
Broader Brand Perception
The rebrand included the ditching of iconic elements like the Jaguar "growler" badge and the introduction of unconventional advertising that featured models in bold outfits rather than cars. This approach received mixed reactions, with some praising the brand's attempt to modernize, while others accused JLR of losing its core identity and heritage appeal. Subsequently, JLR also faced backlash over Range Rover’s new logo, perceived as flashy and disconnected from the brand’s luxury heritage, further deepening concerns about branding strategy.
In summary, Jaguar Land Rover’s rebranding has led to a severe decline in sales and significant job losses in the UK. The company now faces a tough challenge to regain customer trust and market share as it transitions to a fully electric lineup expected in late 2025 and beyond. The controversy continues to impact brand perception negatively, underscoring the risks involved in radical rebranding in the heritage automotive segment.
Notes:
* Only the F-Pace will continue into 2026, although it has been pulled from the UK market. * The new logo and badge were criticized for their geometric 'J' design. * The rebrand included a glossy ad campaign with bright colors and catwalk models. * Jaguar insists the rebrand has "nothing to do" with its mammoth fall in sales. * The pressure on sales is due to trade tariff woes. * Jaguar Land Rover is a Tata-owned firm. * Approximately 1.5% of the UK workforce at Jaguar Land Rover will be affected by the job cuts. * Jaguar has invested heavily in new designs, concept cars, and advertisements for its relaunch. * Globally, Jaguar sold 26,862 vehicles for the 2024/25 financial year, an 85% drop compared to 2018. * Jaguar Land Rover is axing up to 500 jobs in the UK. * Wholesale sales at Jaguar dropped by 10.7% to 87,286 units compared with a year earlier. * Jaguar's sales between January and April in Europe plummeted 75.1%.
Sports enthusiasts may question the impact of Jaguar's rebranding strategy on the auto industry, given the drastic decline in Jaguar's sales within the UK and Europe. The controversial rebrand, critiqued for its departure from traditional elements and the controversial new logo design, seems to have led to the announcement of job cuts in the UK, as Jaguar Land Rover transitions towards becoming an electric-only manufacturer by late 2025.
