Jaguar Land Rover is undergoing a significant transformation, aiming to reinvent the brand as an all-electric luxury carmaker. Following the release of a contentious advertisement that sparked widespread debate, creative director Gerry McGovern emphasized the need for bold, disruptive strategies. While sales have struggled, the company aims to target high-net-worth individuals with new models expected by 2026. The challenge lies in balancing the brand’s storied heritage with contemporary marketing approaches. Industry experts question whether Jaguar’s identity can successfully adapt to the electric vehicle market without losing its core audience.