The American marketing guru who masterminded Jaguar's woke rebrand: BLM-supporting designer from New York who lives with Scottish husband and their cockapoo Mia boasted of British car icon's 'transformative journey'

UK Daily Mail ^ | November 21, 2024 | James Fielding and Jon Brady

[C19fan]

This is the self-styled marketing guru who masterminded the 'woke' rebranding of the iconic Jaguar car which has sparked furious reaction and ridicule around the world, MailOnline can reveal.

Santino Pietrosanti, who boasted at an awards dinner that Jaguar had 'established over 15 DEI groups' as part of a 'transformative journey', is head of brand at the historic British car company.

Originally from the USA, Pietrosanti lives in a £975,000 house in Milton Keynes with his Scottish husband Paul, who he has been with for 12 years, and cockapoo Mia.

[aquila48]

“I think cowardice plays a part too. One lunatic pitches a crazy, woke idea. Everyone else knows how bad the idea is, but they don’t want to risk being called a hater. So they stay silent.”

That’s 90% of it!

See my tag line.

[catnipman]

The firm's managing director has admitted that those likely angered by the rebrand are no longer the target market - as it seeks to attract a new, younger audience with an all-electric range of brand new models. the firm has responded ...it simply doesn't care - as its boss admitted to This is Money the firm expects only 15 per cent of buyers to be existing customers.

ultra-woke, ultra-DEI, all-electric, replace iconic logos with trash, ditch all existing customers: what could possibly go wrong? [jaguar will be dead within a year]

[freefdny]

As the Boston College kids say about the Boston University kids “It sucks to Be You”. He went to Boston University not Boston College.

[cpdiii]

The purpose of Jaguar is to sell Jaguars. When you start promoting social values that will depress sales you are an idiot.

[Bartholomew Roberts]

Thanks! I stand corrected.

[cpdiii]

If Jaguar still uses Lucas Electrics bring a flashlight, you will need it.

[yefragetuwrabrumuy]

“They are going write business school case studies about how retarded you are”

— one reaction to the woke Jaguar ad campaign

schadenfreudilicious

[PIF]

just loved the wooden frames of those oldies

[packrat35]

After that commercial, Jaguar as a brand is dead. They might as well close up shop.

You can be sure that Jaguar will die at this point.

[Truthsearcher]

That’s the problem, now it has become a status symbol of one being mentally ill.

[Frank Drebin]

The Not-So-Ambiguously Gay Duo.

[wildbill]

Most desired sports car in thr 60s was the Jag XKE because of its beautiful design ans reasonable price. this move is doomed

[Grampa Dave]

After that commercial, Jaguar as a brand is dead. They might as well close up shop.

You can be sure that Jaguar will die at this point.

The video that Jag released shows models clad in colorful, ultra-modern haute couture doing things like exiting an elevator, painting a wall, and swinging a sledgehammer before they all sit down on a rock in a pink desert landscape. Phrases like “create exuberant,” “live vivid,” and “delete ordinary,” flash across the screen.

Notably for a car company, there are no cars in the ad.

In response to the video posted on X by Jaguar, Elon Musk wrote: “Do you sell cars?”

[Grampa Dave]

Mediots Weapons of mass deception:

[adnoid]

“If Jaguar still uses Lucas Electrics bring a flashlight, you will need it.”

Why do the British drink warm beer?

Because Lucas makes refrigerators.

[Texan4Life]

Paul Joseph Watson

They Made a Dreadful Mistake

https://www.youtube.com/watch?v=alVMGxgDCg0

[Celtic Conservative]

Have you seen the ad?

Faguar.

CC

[dinodino]

The article reads like a Babylon Bee piece.

[fwdude]

I thought that Ford owned Jaguar? But that was like 20 years ago.