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'

This is the self-styled selling guru who masterminded the 'woke' rebranding of the iconic Jaguar car which has sparked furious absorption and ridicule astir the world, MailOnline tin reveal.

Santino Pietrosanti, who boasted astatine an awards meal that Jaguar had 'established implicit 15 DEI groups' arsenic portion of a 'transformative journey', is caput of marque astatine the historical British car company.

Originally from the USA, Pietrosanti lives successful a £975,000 location successful Milton Keynes with his Scottish hubby Paul, who helium has been with for 12 years, and cockapoo Mia. 

Speaking astatine the Attitude Awards past period portion wearing a spangled meal overgarment implicit a see-through t-shirt, helium promised that the rebrand would 'bring Jaguar backmost to thing genuinely special.'

'We're not conscionable talking astir caller cars,' helium gushed. 'We are talking astir each caller ways of reasoning and embracing the afloat spectrum of quality imaginable and creativity.

'Because Jaguar has ever stood for fearless originality striving to beryllium a transcript of nothing. And we judge that each idiosyncratic has the imaginable to beryllium thing unique, thing original, and that's what makes america strong.

'And astatine Jaguar we proudly basal with the LGBTQ+ assemblage due to the fact that we cognize that originality and creativity thrives successful spaces wherever radical are escaped to beryllium themselves.

'We're passionate astir our radical and we're committed to fostering a divers inclusive and unified civilization that is typical of not lone the radical who usage our products but successful a nine successful which we each live.

'A civilization wherever our employees tin bring their authentic selves to work. And we are connected a transformative travel of our own, driven by a content successful diversity, inclusion, creativity, policy, and astir importantly action.

'We've established implicit 15 DEI groups specified arsenic Pride, women successful engineering, and neurodiversity matters.

'We've launched large argumentation revisions specified arsenic transitioning astatine enactment to thrust equity and enactment for our communities embracing individuality arsenic our superpower.

'And lone 2 weeks agone we held our 2nd Global yearly DEI summit, wherever we had implicit 10,000 employees from astir the globe attend. And this travel is going to proceed for america astatine Jaguar, and we are going to acceptable the benchmark for our industry.'

Pietrosanti, promoted earlier this twelvemonth to pb the planned rebrand aft 7 years with Jaguar, describes his relation arsenic 'delivering and optimising the Jaguar merchandise imaginativeness and marque roadmap'.

The executive, whose Facebook illustration shows him and his hubby posing with Lego cowboys supra a Black Lives Matter banner, is believed to person been personally down the rebranding unveiled yesterday which celebrates diverseness alternatively than motoring.

And the Boston University postgraduate has been relentlessly hyping this week's rebrand connected his societal media, describing yesterday's motorboat of his imaginativeness arsenic 'the time I've been waiting for'.

But his alteration has gone down truthful severely that it's been criticised by everyone from Elon Musk to The Spectator, which wrote that Jaguar has: 'decided to torpedo their hard-won estimation successful specified a perplexingly unforced fashion.'

This absorption whitethorn person disappointed Pietrosanti whose ain appraisal of his enactment was: 'It's bold. It's fearless. It's exuberant. It's everything a Jaguar should be.'

Ominously for long-time Jaguar owners, helium besides vowed: 'This is lone the commencement - and it's going to beryllium incredible.'

The car firm, which is astir 100 years old, unveiled a bold rebrand yesterday which had seemingly been worked connected by a squad of 800 nether Pietrosanti.

His astir notorious determination saw it ditch its classical iconography, including the 'growler' badge depicting a roaring large cat.

In an advertisement that featured precisely nary cars and a techno euphony soundtrack, the steadfast said it would 'create exuberant', 'live vivid', 'delete ordinary' and 'break moulds' - but truthful acold each it has done is stoke fury from its accepted audience.

The firm's managing manager has admitted that those apt angered by the rebrand are nary longer the people marketplace - arsenic it seeks to pull a new, younger assemblage with an all-electric scope of marque caller models.

And with the unveiling of a conception car that is meant to sum up its caller attack to car plan conscionable 2 weeks away, it is apt successful enactment for further backlash.

Car fans reacted angrily to a rebrand that they accidental lacks claws - branding it 'woke' and 'unhinged'.

'Congratulations,' weighed successful 1 commenter connected Jaguar's Instagram. 'You've killed a British icon.'

In return, the steadfast has responded successful benignant with replies ranging from the cryptic to downright saccharine, suggesting it simply doesn't attraction - arsenic its brag admitted to This is Money the steadfast expects lone 15 per cent of buyers to beryllium existing customers.

With 20 cardinal views of the announcement connected X, formerly Twitter, alone, Jaguar PR bosses volition beryllium arguing determination specified nary specified happening arsenic atrocious publicity.

'Hello, acknowledgment for the feedback! We'll beryllium definite to walk it onto the team. Best wishes,' the steadfast said to galore of its detractors connected societal media.

'Go woke, spell broke,' wrote respective radical successful tweets to the firm. 'Go hard,' Jaguar fired back.

Responding to an astir accusatory tweet speechmaking 'I thought you guys made cars??', the firm's societal media squad simply said: 'We do. All volition beryllium revealed.'

Even Tesla CEO Elon Musk got successful connected the act, asking the firm: 'Do you merchantability cars?' Jaguar replied warmly, inviting him to the motorboat lawsuit for its caller conception car astatine Miami Art Week.

It said: 'Yes. We'd emotion to amusement you. Join america for a cuppa successful Miami connected 2nd December?'

Even immoderate of Pietrosanti's nonrecreational peers joined the chorus of criticism.

Joseph Alessio, a decorator and creation manager based successful California, blasted the caller look, writing: 'This volition beryllium taught successful schools arsenic however not to bash a rebrand.'

Another decorator said: 'The Jaguar rebrand is going to spell down successful past arsenic 1 of the astir destructive selling moves ever attempted.'

The extremist look is portion of Jaguar's implicit reimagination arsenic it races up of the 2030 deadline for car firms to halt selling petrol and diesel cars successful the UK.

It has been investigating what looks to beryllium a radically antithetic four-door saloon successful the UK recently, draped successful zebra-style camouflage overgarment that covers up its mysterious curves and details, down to the shapes of the windows and headlamps.

But this is not the conception that volition beryllium unveiled successful Miami. Instead, that volition beryllium a 'design imaginativeness concept' that volition astir apt origin arsenic overmuch upset arsenic the rebrand.

The video shows models walking done an alien-esque rocky scenery rendered successful pink. What it has to bash with cars is not instantly clear.