Jaguar's brand chief leads diversity push amid rebranding efforts

Santino Pietrosanti, head of brand at Jaguar, has led a significant rebranding effort focused on diversity and inclusion. He announced the establishment of over 15 diversity, equity, and inclusion (DEI) groups, aiming to reshape the company's culture. The rebrand has sparked backlash, with critics labeling it "woke" and questioning its focus on social issues over traditional automotive values. Jaguar's new logo and marketing strategy have been met with ridicule from both fans and industry peers. Jaguar is shifting its target audience, aiming to attract younger buyers with an all-electric lineup. The company acknowledges that only 15% of its new customers may be existing ones, indicating a clear departure from its traditional market.