Get woke, go broke is not just a catchphrase.
Legendary carmaker Jaguar is still trying to recover from its attempt at a woke rebrand that drew ample ridicule online and sent the brand reeling.
Yesterday, it arose that Britain’s Jaguar Land Rover will cut nearly 10% of its workforce over the next two years.
The European car industry is facing multiple pressures, including from Chinese competition and tariffs, but Jaguar has the additional problem of having shot themselves in the foot.
🇬🇧 Jaguar Land Rover said Monday that it would cut “around 4,000 roles over the next two years”, or about ten percent of its global workforce, in a further blow to Europe’s automobile industry.
➡️ https://t.co/o9KagMEGOE pic.twitter.com/HbPruf4CCR— AFP News Agency (@AFP) September 7, 2026
Reuters reported:
“The luxury carmaker, which is owned by India’s Tata Motors and has 17 sites in England, said it would cut around 4,000 jobs, targeting £1.7 billion ($2.30 billion) in savings and seeking to lower its break-even point towards 300,000 vehicles.
JLR employs about 43,000 people globally, including 34,000 in Britain, but did not say where the jobs would be cut.
‘The automotive industry faces significant challenges, with technological change amidst intense competition and ongoing geopolitical uncertainty’, JLR Chief Executive PB Balaji said in a statement.”
Jaguar Land Rover is planning to cut around 4,000 jobs, or roughly 9% of its workforce, as it grapples with headwinds from intensifying Chinese competition and U.S. tariffs https://t.co/rBLbDkoMlF
— The Wall Street Journal (@WSJ) September 7, 2026
Read: Jaguar CEO Stepping Down Following Company’s Ridiculous ‘Woke’ Rebrand
“The job cuts are a blow for the UK government as it tries to spur a slow-growing economy. Finance minister John Healey delivered a speech just miles from JLR’s Coventry headquarters on Monday in which he tried to set out a brighter vision of the country’s economic future ahead of what is expected to be a tough budget in late October.”
Tata’s Jaguar Land Rover To Generate $2.3 Billion Cost Savings Over Two Years From Job Cuts https://t.co/05u16KMSqd
📸: JLR pic.twitter.com/0TPwwnazPN— Forbes (@Forbes) September 8, 2026
BBC reported:
“The cuts will happen over the next two years and will mostly affect the head office, which is based in the UK.
JLR’s long-term issues were made worse after a cyber-attack last year caused the firm, which employs 43,000 people globally, to shut down production for more than a month.
Chief executive PB Balaji said the firm was “committed to supporting everyone with care, fairness and respect” through the redundancy process. ‘The automotive industry faces significant challenges, with technological change amidst intense competition and ongoing geo-political uncertainty’, he added.
JLR is hoping to achieve the cuts through voluntary redundancy, with a window open until 4 October, but said it would make compulsory redundancies with less generous terms if necessary. Affected staff will receive an email in the coming days.”
Read more:
GET WOKE, GO BROKE: Designer Behind Ridiculous Jaguar Rebrand That Killed 98% of Sales, Gerry McGovern Is Fired, Escorted From the Office
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