Jaguar Land Rover is lifeless, all hail the automaker that is now referred to as JLR. To associate with this modification, the function of the Land Rover marque shall be diminished.
Adrian Mardell, the automaker’s CEO because the begin of 2023, introduced the change immediately as he outlined the corporate’s EV technique for the approaching decade.
As a part of an accelerated model of the Reimagine technique launched throughout the two-year reign of former CEO Thierry BolloreJaguar Land Rover will rename itself as JLR.
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This transfer is alleged to shift the corporate’s considering away from its two historic marques, Jaguar and Land Rover, in direction of a brand new “Home of Manufacturers” method, which is able to see the automaker launch autos underneath the Vary Rover, Defender, Discovery, and Jaguar manufacturers.
Jerry McGovern, the automaker’s head of design, advised Autocar“The fact is Vary Rover is a model and so is Defender.
“Prospects say they personal a Vary Rover. In luxurious, you want absolute readability. Land Rover Vary Rover SV Autobiography does not give it.
“We love Land Rover, however there is not as a lot fairness as Vary Rover, and Defender is growing massively.”
McGovern stated Land Rover would change into a “belief mark” for the Range Rover, Defenderand Discovery manufacturers.
Presumably Vary Rover’s emphasis shall be on luxurious, Defender will consider off-road autos, and Discovery will lean in direction of “life-style” crossovers.
Previous to immediately’s announcement, the automaker had already begun to emphasise the Defender and Discovery names, with these sub-brands’ phrase marks emblazoned above the grille and tailgate, whereas the Land Rover has continued to stay small and tucked away in a nook.
As we have reported elsewhere, the corporate’s new mid-size crossovers, such because the Vary Rover Evoque and Velar, and Land Rover Discovery Sport, will now be constructed on a new exclusively electric EMA architecture.
The corporate may also launch a Jaguar vary in 2025, beginning with the four-door GT based mostly on the separate JEA platform.
