The times of Jaguar Land Rover are formally over, not less than in title. As of June 1, the UK-based luxurious automaker is formally often called JLR. You possibly can most likely 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 identification that sees iconic Land Rover fashions transition to manufacturers beneath a brand new JLR umbrella, on the identical footing as Jaguar.
We first heard about this transformation in mid-April, offered as a part of JLR’s $18.6 billion Reimagine technique. At that worth, JLR is clearly doing extra than simply creating a brand new emblem. Manufacturing amenities are being upgraded and overhauled for the electrical future, and the automaker has plans to maneuver swiftly in that course. We already learn about JLR’s next-gen ELR platform for electrical SUVs, slated to underpin the Vary Rover EV in 2025. On Jaguar’s facet of the fence, a brand new JEA platform will even arrive that 12 months for 3 new EVs, together with a four-door GT that is mentioned to have extra energy than any manufacturing Jag in historical past.
For now, not less than, the main target is on branding. Bounce over to the Land Rover USA web site and you will see only a small Land Rover emblem in direction of the underside of the primary 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 function of elevating and amplifying the distinctiveness of our characterful British marques,” mentioned Professor Gerry McGovern OBE, chief inventive officer at JLR. “Our final ambition is to construct really emotionally participating experiences for our shoppers that, over time, will construct long-term excessive fairness for our manufacturers and long-term sustainability for JLR.”