Jaguar Reaping What They Sowed After Going Woke, Sales Plummet 97.5%!

Jaguar Land Rover just got a harsh reminder that trying to impress the woke mob isn’t a business strategy — it’s a disaster in the making. After an embarrassing 97.5 percent collapse in global sales, the once-proud British automaker is slashing 500 management-level jobs. That’s right — less than a year after launching a tone-deaf, woke rebrand that alienated its core customer base, JLR is bleeding cash, jobs, and credibility.

Sky News reports the layoffs, which amount to about 1.5% of the company’s workforce, will be offered through a “voluntary redundancy program.” Translation: “We’re politely asking people to leave before we start shoving.”

Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B

— Jaguar (@Jaguar) November 19, 2024

Of course, Jaguar Land Rover is trying to blame everything except the real issue. They’re pointing fingers at the U.S.-UK trade dispute and President Trump’s temporary hike in car tariffs to 25%. Yes, the tariff standoff did slow some exports, but it doesn’t explain a near-total sales collapse — especially not when the duties were later eased back to 10% under a trade truce. The company’s problem isn’t tariffs. It’s identity.

And that’s exactly what they tried to “reimagine” last November in a surreal advertising campaign that looked more like a rejected fashion show from Burning Man than a car commercial. Out went the sleek, rugged image of power and luxury that made Jaguar and Land Rover icons. In came a parade of gender-fluid dancers in neon capes, voguing their way through a CGI jungle of buzzwords like “inclusivity” and “transformation.”

The ad was so bafflingly off-brand that longtime customers didn’t know whether to laugh, cringe, or just walk away — and judging by the numbers, most chose the latter.

Managing Director Rawdon Glover defended the campaign, saying they didn’t want to “turn up like an auto brand.” Well, mission accomplished — because nobody thought they were selling cars anymore. And let’s be clear: the average Jaguar buyer isn’t looking for a lecture on gender politics. They want a luxury vehicle that screams performance, not pronouns.

Meanwhile, Prime Minister Keir Starmer is out there patting himself on the back, claiming he’s “protected jobs” at JLR. Tell that to the 500 workers about to lose theirs.

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

This is what happens when a company forgets who it is and who it serves. Jaguar Land Rover didn’t get drowned out — they drove themselves off a cliff. Whether they can ever pull out of this nosedive is anyone’s guess.