Jaguar was synonymous with luxury, performance, and British craftsmanship, with a core demographic of typically affluent, sophisticated individuals who appreciate refined design and engineering excellence.

Buyers are usually aged 35-65, with a higher concentration of professionals, executives, and entrepreneurs established in their careers. They prefer a luxury vehicle that combines style, performance, and advanced technology.

Jaguar also appeals to buyers seeking a distinctive alternative to other luxury brands like BMW and Mercedes-Benz, who are drawn to Jaguar’s elegant design and the brand’s association with heritage and prestige.

They are not likely to be the freaky gender-benders drawn to the brand’s new progressive approach to diversity, equality, and inclusivity.

Who is responsible for the Jaguar ad?

As you may have guessed, the head of Jaguar’s branding is an outspoken homosexual, Santino Pietrosanti, an American citizen living in Milton Keynes, England, where he lives with his Scottish husband, Paul, and their cockapoo, Mia, in a million-dollar home,

At the Attitude Awards show, Pietrosanti, wearing a spangled dinner jacket over a see-through T-shirt, explained his vision for Jaguar’s rebrand as a return to Jaguar’s roots of “something truly special.”

"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. 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. At Jaguar, we proudly stand with the LGBTQ+ community. Originality and creativity thrive in spaces where people are free to be themselves."

As described in the media, “Under his leadership, Jaguar has established over 15 DEI (Diversity, Equity, and Inclusion) groups, including initiatives focused on Pride, women in engineering, and neurodiversity. Major policy changes, such as creating support for transitioning employees, have been implemented to drive equity and ensure that Jaguar’s workforce reflects the diverse society in which it operates.” 

The actual ad...  

Bottom line…

It appears that Jaguar has misread its audience demographic and has created the advertising equivalent of a Bud Light beer advertisement.

Most individuals regard their automobile choice as a reflection of their aspirations. I am willing to bet that few would openly choose a vehicle marketed to an audience of outlandish, in-your-face gender-benders.

What the hell happened to great-looking, fast cars with precision engineering and superior road/track performance?

Believe it or not, the LGBTQ+ and social justice communities do not define our future. Time for those highly-paid executives to grow cojones and not be afraid of the social media crowd.

We are so screwed.

--Steve