As Jaguar prepares for a new era, its design head greets data-led creative with caution

Jaguar collects a lot of data from its drivers – from the speed at which they travel and the length of their journeys to the colours they prefer their cars to be. But while this information has its uses, the auto brand’s director of design believes it also has the ability to hold back innovation and force designers to recreate the same car over and over again.
The past decade has seen chief marketing officers agonise over their new responsibility for monitoring data in the form