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.”

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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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