Ben Moncrieffe, Head of Strategic Foresight at Jaguar Land Rover, has an impossible job: making sense of chaos in an industry transforming at breakneck speed. From controversial rebrands to 57,000-person waiting lists for electric vehicles that haven't launched, his role isn't about crystal ball predictions but minimising surprise in a 44,000-person organisation. We explore how JLR reads signals where others see noise, why electrification anxiety is largely manufactured, and the strategic bet behind their luxury positioning. Ben reveals the expanding definition of modern luxury and why the automotive future lies in emotional innovation rather than autonomous offices on wheels.