Excellent @AttitudeMag piece by my friend @DarrenStylesUK on the nasty, silly & hysterical anti-woke outcry over a bit of @Jaguar marketing. Click below. https://t.co/pkdy6N6flv
— Matt Bishop 🏳️🌈 🏁 (@TheBishF1) November 24, 2024
Jaguar, the nearly century-old British luxury car manufacturer, has found itself at the center of a controversy following the launch of its new rebranding campaign. Led by brand director Santino Pietrosanti, the company aims to reinvent itself with a focus on electric vehicles and a message of diversity and inclusion. The campaign, which features androgynous models in colorful outfits but no cars, has been met with significant backlash from the brand’s traditional audience.
Giles Coren is my hero!
@gilescoren takes Jaguar and woke education to task in what must be the funniest thing I have read all year.😂🥰 https://t.co/4jUEtMddP8
— Katharine Birbalsingh (@Miss_Snuffy) November 23, 2024
Critics argue that the new direction abandons Jaguar’s legacy of luxury and performance in favor of what some call “woke” pandering. Pietrosanti, who hails from the US and now lives in the UK with his Scottish husband, Scott, has been actively promoting the rebrand on social media. He believes that the new direction will make Jaguar “truly special” again by embracing creativity and diversity.
Wait… The boss at @Jaguar is named Raw dong lover? Am I the only one seeing this?https://t.co/nQOTBLNpiq
— Ahmed Aarad* (@AhmedAarad) November 24, 2024
Jaguar rebrand sparks controversy over direction
However, the controversy has been further fueled by a social media post revealing that Pietrosanti’s partner recently boasted about their gas-guzzling Jaguar F-Type, which seems to contradict the brand’s new eco-friendly image. Rawdon Glover, Jaguar Land Rover’s managing director, has defended the rebranding, expressing disappointment over the “level of vile hatred and intolerance” directed at the models in the campaign video.
He emphasized that the ad’s message was lost in “a blaze of intolerance” and that the company needs to act differently to attract a new customer base as it transitions to an all-electric lineup. Despite the criticism, Jaguar remains committed to its new direction, with Pietrosanti stating that the rebrand is just the beginning of more changes to come. The company has established over 15 diversity, equity, and inclusion groups and has launched major policy revisions to support its communities and embrace individuality.
As Jaguar prepares to introduce its new all-electric models starting in 2026, the success of its bold rebranding strategy remains to be seen. The company faces the challenge of attracting a new, diverse audience while also appealing to its traditional customer base, who have been vocal in their disapproval of the new direction.
