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Jaguar appears to be ready to hang “DEI or Bust” signs on its automobiles, having thumbed its nose at tempting fate in a manner that proved devastating for Bud Light.

The luxury auto manufacturer, who recently announced it is going 100 percent electric, rolled out a new modernist rebranding ad promoting a new logo, a new monogram, and the slogan “Copy Nothing,” going full woke with colorful androgynous models and a bizarre message that never focuses on the cars it sells.

To make matters worse, the British car maker doubled down its DEI agenda when a social media user inquired, “Are you guys the car company or something else?”

“Soon you’ll see things our way,” the official Jaguar X account countered in what was seen online as a somewhat threatening manner.

But when you hear Jaguar’s new director of marketing, Santino Pietrosanti, speak at Virgin Atlantic Attitude Awards 2024 back in October, suddenly everything comes into focus on why Jaguar seems to be willing to sacrifice itself on the altar of woke.

“At Jaguar, we are passionate about our people and we are committed to fostering a diverse, inclusive, and unified culture that is representative not only of the people who use our products but in a society in which we all live, a culture where our employees can bring their authentic selves to work,” he declared.

“And we are on a transformative journey of our own, driven by a belief in diversity, inclusion, creativity, policy, and most importantly, action,” Pietrosanti continued. “We’ve established over 15 DEI groups such as Pride who are here tonight in the back — thank you, guys, for coming — Women in Engineering, and Neurodiversity Matters. We’ve launched major policy revisions such as transitioning at work to drive equity and support for our communities, embracing individuality as our superpower.”

Pietrosanti, who lives in England with his Scottish husband and a pet cockapoo, boasted about Jaguar holding a second annual DEI Summit, saying over 10,000 employees from around the globe attended.

“And this journey is going to continue for us at Jaguar and we are going to set the benchmark for our industry,” he said. “So, looking forward at Jaguar, creativity and individuality have been at the core of Jaguar’s brand since its inception and we’re about to bring Jaguar back to something truly special… And we’re not just talking about new cars, we are talking about all new ways of thinking and embracing the full spectrum of human potential and creativity.”

Here’s a quick sampling of responses to Jaguar’s message about people coming around to its way of thinking, as seen on the social media platform X:

Tom Tillison
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