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Jaguar Land Rover Becomes JLR, To Make Cars Under Range Rover, Discovery, Defender, Jaguar Sub-brands
Jaguar Land Rover becomes JLR, will now make cars under Range Rover, Discovery, Defender, Jaguar sub-brands.
JLR says that the change of strategy will help “amplify the uniqueness of our characterful British marques.”
The company said the Land Rover name would continue as a badge on its SUVs to serve as a “trust mark.”
Says Jaguar will relaunch under its new strategy with a 4-door electric GT with a range of up to 435 miles.
Also revealed it will start accepting pre-orders for the upcoming electric Range Rover, which is slated to launch in 2025.
Jaguar Land Rover has announced that it will now be called JLR in a rebrand that will make the Tata-owned British luxury marque produce cars under four sub-brands, including Range Rover, Discovery, Defender and Jaguar.
In a statement, Gerry McGovern, chief creative officer, said JLR will become a “House of Brands” in a change of strategy that will help “amplify the uniqueness of our characterful British marques.”
While the absence of the Land Rover name in the rebrand seemed to suggest that the storied name is dead, JLR confirmed that Land Rover would continue as a badge on its SUVs to serve as a “trust mark.”
“We are not losing the Land Rover name… its spirit is—and will continue to be—a crucial part of our DNA,” the company said in a written statement.
“Land Rover will remain. It is strong, well known, and we will use that collective strength to give our brands authenticity and purpose,” a spokesperson told Automotive News Europe.
The company also announced Jaguar will relaunch under its new strategy with a four-door electric GT priced at more than $124,000 with a range of up to 700 kilometers (435 miles). JLR also revealed it will start accepting pre-orders for the upcoming electric Range Rover later this year, which is slated to launch in 2025.
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