Santino Pietrosanti, the marketing guru and current head of Jaguar’s branding, has found himself at the center of heated discussions.

While leading the British automaker through a controversial rebranding, Pietrosanti’s personal taste seems to pay homage to Jaguar’s legacy.

His driveway often features a classic Jaguar F-type convertible, complete with the soon-to-be-retired “growler” badge, a nod to the brand’s storied past.

A Traditionalist at Home

Social media posts from Pietrosanti’s husband, Scott, offer a glimpse into the executive’s personal life.

One image shows their sleek convertible, valued at up to £150,000, parked outside their £925,000 home in Milton Keynes.

This petrol-powered masterpiece stands in stark contrast to Jaguar’s pivot towards an all-electric lineup.

Despite overseeing a significant cultural shift at Jaguar, Pietrosanti’s personal preferences lean heavily towards the traditional gas-guzzling models.

The Rebrand: A Break From Tradition

Jaguar’s recent rebranding, developed under Pietrosanti’s leadership, has sparked widespread debate.

The nearly century-old company unveiled a campaign that trades iconic elements like the “growler” badge for a futuristic ethos centered on diversity and creativity.

The bold shift, revealed through a techno-infused advertisement devoid of cars, promised to “break moulds” and “delete ordinary.”

Pietrosanti, speaking at the Attitude Awards, championed the rebrand as a celebration of individuality and inclusivity.

“Jaguar has always stood for fearless originality,” he proclaimed.

The campaign emphasizes diversity and inclusion, underscoring Jaguar’s support for the LGBTQ+ community and its efforts to foster an equitable workplace culture.

Divided Reactions

While Jaguar’s executives herald the rebrand as a transformative journey, traditional fans and industry experts remain skeptical.

Critics, including Tesla CEO Elon Musk and publications like The Spectator, have ridiculed the move.

Musk’s quip, “Do you sell cars?” encapsulates much of the backlash.

On social media, comments ranging from “You’ve killed a British icon” to “This will be taught in schools as how not to do a rebrand” reflect the growing frustration among Jaguar’s traditional customer base.

Jaguar’s response has been unapologetic.

Replies to critics on platforms like Instagram and X (formerly Twitter) range from cryptic to defiant.

Despite the uproar, the company’s PR team argues that the campaign’s viral reach—with over 20 million views—proves its success.

Aiming for a New Audience

Jaguar’s managing director has acknowledged that the rebrand is not aimed at appeasing long-time customers.

Instead, the company seeks to attract a younger, more progressive demographic aligned with its vision of an all-electric future.

The unveiling of a concept car at Miami Art Week next month will further emphasize this shift.

Looking Ahead

Pietrosanti’s ambitious overhaul comes at a pivotal time as Jaguar races toward the UK’s 2030 ban on petrol and diesel car sales.

While the new branding and forthcoming models aim to secure Jaguar’s place in the future of motoring, the backlash suggests a bumpy road ahead.

Whether the gamble pays off remains to be seen, but one thing is certain—this is only the beginning of Jaguar’s bold new chapter.

This article was published on TDPel Media. Thanks for reading!

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