The times of Jaguar Land Rover are formally over, no less than in title. As of June 1, the UK-based luxurious automaker is formally referred to as JLR. You’ll be able to in all probability guess the place the three letters come from, however that is extra than simply an abbreviation of a barely awkward title. It is a new company id that sees iconic Land Rover fashions transition to manufacturers underneath a brand new JLR umbrella, on the identical footing as Jaguar.
We first heard about this transformation in mid-April, introduced as a part of JLR’s $18.6 billion Reimagine technique. At that value, JLR is clearly doing extra than simply creating a brand new brand. Manufacturing services are being upgraded and overhauled for the electrical future, and the automaker has plans to maneuver swiftly in that path. We already find out about JLR’s next-gen ELR platform for electrical SUVs, slated to underpin the Vary Rover EV in 2025. On Jaguar’s aspect of the fence, a brand new JEA platform may even arrive that yr for 3 new EVs, together with a four-door GT that is stated to have extra energy than any manufacturing Jag in historical past.
For now, no less than, the main focus is on branding. Soar over to the Land Rover USA web site and you may see only a small Land Rover brand in the direction of the underside of the principle web page. Defender, Discovery, and Vary Rover are listed as manufacturers, however that does not imply JLR is abandoning 75 years of name fairness with Land Rover. The SUVs will nonetheless carry Land Rover badges, and the title will endure as a heritage mark for the corporate. Executives envision the reimagined JLR as a Home of Manufacturers for distinct British luxurious motoring.
“Pivotal to our Reimagine technique is the formation of the Home of Manufacturers, which is a pure evolution, with a objective of elevating and amplifying the distinctiveness of our characterful British marques,” stated Professor Gerry McGovern OBE, chief inventive officer at JLR. “Our final ambition is to construct actually emotionally partaking experiences for our shoppers that, over time, will construct long-term excessive fairness for our manufacturers and long-term sustainability for JLR.”
