Jaguar marketing director’s comments celebrating commitment to DEI resurface after ‘woke’ rebranding

Recent comments from a chief marketing officer at Jaguar are now attracting attention after the brand this week launched a polarizing rebrand of the luxury car company.

During a performance at Virgin Atlantic Attitude Awards Last month Santino Pietrosanti, UK Brand Director at Jaguar Land Rover, teased the company’s upcoming rebrand as part of his own “transformative journey”.

“We are on our own transformative journey. Driven by a belief in diversity, inclusion, creativity, policy and most importantly action. We have established over 15 DEI groups such as Pride, which is here tonight, and Women in Engineering and Neurodiversity Issues ,” Pietrosanti said.

“We have launched major policy overhauls such as workplace transition to create equity and support for our communities and embrace individuality as our superpower,” he continued.

Jaguar’s strategic project manager teased the car company’s new vision to embrace DEI during a recent awards speech. (Attitude Magazine via YouTube / Jaguar via Youtube / Fox News)

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Pietrosanti, who joined the company’s management team as UK Brand Director earlier this year, said Jaguar’s “journey” to embrace DEI would “continue” for the car company and it would “set the benchmark” for the automotive industry.

“We’re not just talking about new cars. We’re 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 and strives 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,” he said.

“At Jaguar, we proudly stand with the LGBTQ+ community because we know that originality and creativity thrive in spaces where people are free to be themselves,” he continued.

New Jaguar promotional ad received backlash online after it was posted by the brand’s X account. (Jaguar via YouTube/Fox News)

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Pietrosanti’s comments is back in the spotlight after the company faced intense backlash this week after announcing its new logo and tagline in a promotional video.

The ad featured androgynous models in brightly colored, over-the-top outfits, including a man wearing a dress, along with other slogans such as “create exuberance,” “live vividly,” “just ordinary,” and “break the mold.”

The video blew up on social mediathat draws tens of thousands of comments and nearly 47 million views in 24 hours.

On Wednesday, the company has also attracted attention after it teased an image of its design concept, which will be unveiled in Miami on December 2.

Jaguar issued a statement defending the company’s new vision.

“Our brand relaunch for Jaguar is a bold and imaginative reinvention and, as expected, it has attracted attention and debate. As proud custodians of such a remarkable time in Jaguar’s history, we have preserved iconic symbols while taking a dramatic leap forward. The brand’s unveiling is just the first step in this exciting new era and we look forward to sharing more about Jaguar’s transformation in the coming days and weeks,” the statement read.

The Jaguar Land Rover logo. (Reuters / Reuters photos)

According to Jaguar’s website, the brand launched its “transition at work” guidelines for transgender employees in 2019.

At Jaguar DEI & Strategy” website, Jaguar’s head of DEI, Claire Parker, writes: “We are committed to fostering a diverse, inclusive and unified culture representative of our customers and the communities in which we live; a culture where each of our employees can bring their authentic selves to work and feel empowered to reach their full potential.”

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Jaguar did not immediately return a request for comment Fox News Digital.

Fox News’ Lindsay Kornick contributed to this report.