Here is the new logo of JLR, the new name of Jaguar Land Rover
Jaguar and Land Rover are, since 2008, car brands owned by Tata Motors, a car manufacturer located in Bombay, India. In 2013, the two English brands were united under the same company, Jaguar Land Rover, still owned by Tata Motors. Even if this association was interesting for the Indian manufacturer, it has, on the 1er last June, transformed the Jaguar Land Rover subsidiary again. It is now called JLR, a new identity under which the group’s vehicles will be developed.
A strategic shift
The creation of JLR is the result of the English group’s “Reimagine” strategy. This strategy, presented a little earlier this year, highlights the next actions of the automotive group in the electrification of its vehicles. The transition to JLR cost the group $24.9 billion, a sum distributed between the establishment of a commercial strategy and, above all, the modernization of manufacturing facilities.
When explaining this new strategy, Gerry McGovern OBE, Creative Director at JLR, confirmed that 4 distinct sub-brands would come to life. Indeed, JLR will, in fact, be made up of Jaguar, a brand associated with sport, Land Rover, a brand associated with luxury, Discovery, a brand associated with family and Defender, a brand associated with adventure. We also learned that the models built by the JLR association will, for the most part, be electric by 2030.
A brand house
Does this new image redesign mean we will now see the JLR badge on Land Rover and Jaguar vehicles? To tell the truth, no, because JLR is, in marketing, considered as a house of brands, commonly called in English “House of Brands”.
This marketing architecture is actually the creation of a brand, under which other brands and companies will operate in different sectors and markets. In short, and to make everything more concrete, the vehicles will continue to display, at least for the moment, the emblematic badges of the group’s manufacturers. These will continue to operate a separate image, but will share many technical elements from the parent entity.
This therefore means that, in the upcoming electrical transition, manufacturers will use JLR components, but will operate the elements individually. JLR’s ELR platform will also be used for electric SUVs of all brands. The parent company has also confirmed that the taking of orders for the future electric Land Rover will begin towards the end of 2023, for distribution on the market in 2025.
The JEA platform, focused on the sports component, was also presented by the group ; this platform should allow Jaguar to build the most powerful car in the brand’s history. This car will also be of the 4-door coupé type and marketed in 2025.
Without distorting the well-established car brands within the JLR group, the company nevertheless explains that it wants to redirect the atmosphere in the organization. This atmosphere will be less corporate and more customer-oriented. Some rumors also speak of the disappearance of certain concessions in favor of the establishment of shops, rumors that will remain to be confirmed with the evolution of JLR.
