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 car company.
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.
'We're not just talking about new cars,' he gushed. 'We are talking about all new ways of thinking and embracing the full spectrum of human potential and creativity. Pictured: Santino Pietrosanti who masterminded the 'woke' rebranding of the iconic Jaguar car which has sparked furious reaction and ridicule around the world
'We've established over 15 DEI groups such as Pride, women in engineering, and neurodiversity matters. The executive, whose Facebook profile shows him and his husband posing with Lego cowboys above a Black Lives Matter banner, is believed to have been personally behind the rebranding unveiled yesterday which celebrates diversity rather than motoring.Jaguars will look something like this in the near future.
This reaction may have disappointed Pietrosanti whose own assessment of his work was: 'It's bold. It's fearless. It's exuberant. It's everything a Jaguar should be.' 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 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. With 20 million views of the announcement on X, formerly Twitter, alone, Jaguar PR bosses will be arguing there such no such thing as bad publicity.
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