Santino Pietrosanti, Jaguar's head of brand, who spearheaded the controversial 'woke' rebranding of the iconic car company, was recently seen with a classic Jaguar F-type convertible, a petrol-powered vehicle that contradicts Jaguar's announced shift towards an all-electric future.
He may be the Jaguar 's 'brand director' at the same time it is undergoing a widely ridiculed 'woke' rebranding...
Pietrosanti, who is originally from the US and lives in Milton Keynes with his Scottish husband, Scott, is head of brand at Jaguar - describes his role on LinkedIn as overseeing 'all brand, product, and operations for the UK market'. His most notorious move saw it ditch its classic iconography, including the 'growler' badge depicting a roaring big cat.
'Because Jaguar has always stood for fearless originality striving to be a copy of nothing. And we believe that every person has the potential to be something unique, something original, and that's what makes us strong. The Boston University graduate has been relentlessly hyping this week's rebrand on his social media, describing yesterday's launch of his vision as 'the day I've been waiting for'
'And only two weeks ago we held our second Global annual DEI summit, where we had over 10,000 employees from around the globe attend. And this journey is going to continue for us at Jaguar, and we are going to set the benchmark for our industry.' But his change has gone down so badly that it's been criticised by everyone from Elon Musk to The Spectator, which wrote that Jaguar has: 'decided to torpedo their hard-won reputation in such a perplexingly unforced fashion.'
The new Jaguar logo features largely lower case letters - save for a single capitalised 'G' - in what the company is calling a 'complete reset' The advert features boldly dressed fashion models in bright primary colours alongside slogans such as 'break moulds' and 'create exuberant' 'Hello, thanks for the feedback! We'll be sure to pass it onto the team. Best wishes,' the firm said to many of its detractors on social media.Advertisement 'Go woke, go broke,' wrote several people in tweets to the firm. 'Go hard,' Jaguar fired back.
Jaguar Rebranding Santino Pietrosanti Classic Car Electric Vehicles
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