The mastermind behind Jaguar’s disastrous woke rebrand is a BLM-supporting LGBT activist who pledged to enhance the car company’s commitment to ‘diversity and inclusivity’.
Now it makes perfect sense.
Jaguar was vehemently ridiculed for releasing a new commercial as part of this rebrand that featured a group of androgynous individuals in bright clothing prancing around while glib messages that said “break moulds” and “copy nothing” flashed up on screen.
The advert contained no video footage or images of a car whatsoever.
It now emerges that the man leading the rebrand is designer and marketing guru Santino Pietrosanti, who bragged during an awards dinner that Jaguar had established over 15 DEI groups as part of the company’s “transformative journey.”
During the dinner, Pietrosanti praised those in attendance as “extraordinary individuals, trailblazers in the fight for LGBTQ+ rights.”
Pietrosanti lives in the UK with his husband Paul and their cockapoo dog. He also lists his ‘pronouns’ on his Instagram profile.
Speaking at the Attitude Awards last month, an event based around ‘celebrating queer icons’ and advancing LGBT activism, Pietrosanti made it clear that the company had gone fully woke.
“At Jaguar we proudly stand with the LGBTQ+ community because we know that originality and creativity thrives in spaces where people are free to be themselves,” said Pietrosanti.
“We’re passionate about our people and we’re committed to fostering a diverse inclusive and unified culture that is representative of not only the people who use our products but in a society in which we all live,” he added.
“A culture where our employees can bring their authentic selves to work. And we are on a transformative journey of our own, driven by a belief in diversity, inclusion, creativity, policy, and most importantly action.”
He bragged that Jaguar had created 15 Diversity, Equality and Inclusion (DEI) groups, including, “Pride, women in engineering, and neurodiversity matters.”
Pietrosanti, who was promoted earlier this year to lead the rebrand, features in his Facebook profile picture an image of him and his husband posing with a Black Lives Matter banner.
Despite the massive backlash to the new campaign, which included Jaguar changing its logo to something far uglier, Pietrosanti responded defiantly, asserting, “This is only the start – and it’s going to be incredible.”
Yeah, good luck with that.
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When I was a kid in the 1960’s I was told the worst thing about a Jag was the constant failure of the Lucas electrical system amidst the freeway…now Lucas has been surpassed.
My guess is Jaguar has run out of customers finally. They’ll take anyone they can get now. They make total garbage and it’s finally caught up with them. I predict GM will be next and than Ford.
If you own a Jaguar, you’re a status seeker…because the product looks great but performs like sh*t. Your 2nd vehicle better be a flatbed.
Guess Jaguar should have learned a lesson from Harley-Davidson about Woke/DEI. Now they’ll suffer the consequences.
Pietrosanti is a shabbos goyim.
Really? I woulda guessed a hook nose.
Only passing as.
Crappy product, crappy commercial,they have driven a stake in any future success
If you drive a Jag then you have more money than brains. This won’t save their dying brand and it won’t help either. Get woke go broke.
Same thing with a Range Rover.
The Ruling Elite are in terminal decadence. There must be a clearout. They are taking us to hell. We need a political and moral REVOLUTION appealing to ordinary people to make these creeps all irrelevant.
What rights are the freaks “fighting” for? They’re the most protected and celebrated group of degens in the west ffs.
In 200 years the museum of Civilization will have the Jag ad on display.
The plaque will read. “Single moms tried to raise the kids themselves”
Pelosi will be mummified in the warehouse collecting dust. Crate will read “Flammable”
Santino Pietrosanti – yet another LGBTQ2+…. lunatic, because so many of them are.
Wow, now betting sites will have an Over/Under on how long it takes for this Co. to go belly up (or does FMC still own them?)
I doubt it turns out like a Bud Light situation. Not too many working class people drive Jags.