EXCLUSIVE The American marketing guru who masterminded Jaguar's woke rebrand: BLM-supporting designer from New York who lives with Scottish husband and their cockapoo Mia boasted of British car icon's 'transformative journey' By JAMES FIELDING and JON BRADY Published: 01:28 GMT, 21 November 2024 | Updated: 01:28 GMT, 21 November 2024 e-mail View comments 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. 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 British car company. Originally from the USA, Pietrosanti lives in a £975,000 house in Milton Keynes with his Scottish husband Paul, who he has been with for 12 years, and cockapoo Mia.
Speaking at the Attitude Awards last month while wearing a spangled dinner jacket over a see-through t-shirt, he promised that the rebrand would 'bring Jaguar back to something truly special.' '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.
'Because Jaguar has always stood for fearless originality striving to be a copy of nothing. And we believe that every person has the potential to be something unique, something original, and that's what makes us strong. 'And at J.
