Efforts to give the British carmaker a more progressive image have raised concerns among loyalists. A widely ridiculed rebrand of Jaguar is designed to “shift it to a whole new space”, according to the historic carmaker’s vocal diversity champion. Santino Pietrosanti, a leading Jaguar brand executive, has backed efforts to push the century-old company in a new direction despite fears it could alienate traditional customers .
He said in a speech at an LGBTQ awards event last year that Jaguar was transforming the brand away from cars to “new ways of thinking” and “embracing the full spectrum of human potential and creativity”. His comments have fuelled concerns among Jaguar loyalists that the brand wants to ditch its traditional male customers in favour of a more progressive image..
