Jaguar Land Rover reorganizes its brands and changes its name

The Jaguar Land Rover Group has announced that it is reorganizing its brands and changing its name in a bid to mark a break with the arrival of all-new electric models.

Thus, Jaguar Land Rover simply becomes JLR. Jaguar remains a brand in its own right, while Land Rover is split into three brands: Defender, Discovery and Range Rover. We thus want to cultivate the “unique” character of each of these brands and undoubtedly reduce the confusion associated with their name. All this is supported by investments of 15 billion pounds (25 billion CAN) over the next five years which will, among other things, ensure the transition of the vehicle assembly plant in Merseyside and the engine production plant in Wolverhampton. to electric.

It also foreshadows the arrival of the very first electric Range Rover, scheduled for the end of the year. A new electric midsize SUV is also in the works for 2025, says JLR.

Elsewhere, Jaguar’s second electric model is in development for an unveiling scheduled for this year. It is specified that it will be the most powerful in the history of the English brand and will have a range of up to 700 km, presumably in the European measurement cycle. In pure Jaguar tradition, it will be a grand touring saloon. A transition that should do Jaguar a lot of good if everything is orchestrated effectively.