SRI LANKA, March 17 -- In an increasingly fast-paced world, disruption can be caused by an ever-growing number of sources. A brand's ability to navigate this shifting landscape is often contingent on its agility, and its ability not just to respond but effectively drive disruptive innovation.

The impact of continuous improvements in electric vehicles, AI-enabled self-driving cars and an acceleration in the overall rate of innovation across the automotive sector, the future of automobiles is now entering an exciting period of rapid change and innovation.

For luxury brands like Jaguar Land Rover (JLR) that are revered as automotive royalty - being bold on innovation, while staying true to its rich legacy can seem a daunting challenge.