Jaguar Land Rover will henceforth be identified merely as JLR, the automaker introduced on Thursday.
The transfer may even see the automaker act as a “Home of Manufacturers” that can place the Vary Rover, Discovery, and Defender nameplates as particular person manufacturers alongside Jaguar. The Land Rover model is noticeably absent, though JLR emphasised that the identify is not going to be dropped fully.
When previously hinting at the move in April, CEO Adrian Mardell mentioned it should assist amplify the distinctive traits of these manufacturers and speed up the supply of future merchandise.
The brand new branding additionally features a new company brand (proven under). The corporate beforehand used the Jaguar and Land Rover logos facet by facet to signify itself.
The change primarily elevates the person Land Rover nameplates to the identical degree as Jaguar, unambiguously making them manufacturers in their very own proper. Land Rover had beforehand moved on this route by making an attempt to create « households » of variants, including the Range Rover Sport, Evoque, and Velar alongside the normal Vary Rover, and the Discovery Sport as a companion mannequin to the unique Discovery.
As for the Land Rover identify, JLR confirmed it will not disappear altogether.
2019 Land Rover Discovery Td6
« The Land Rover model will stay a key a part of the corporate’s DNA, » the automaker mentioned. « Land Rover continues as a world-renowned and essential heritage mark, remaining on autos, web sites, social media, and retail websites, underpinning the world-class Vary Rover, Defender, and Discovery manufacturers. »
The modifications to the company id come as JLR strikes to promote solely electrified autos by 2025 in addition to overhaul its lineup with new fashions, together with an electric version of the current Range Rover due in 2024 and an electric Jaguar four-door GT, possible in 2025.