Jaguar Land Rover Rebrands As JLR

Jaguar Land Rover is rebranding itself by its initials, JLR, but contrary to some media reports, the Land Rover marque is not disappearing. 

The moves by the English automaker are part of a “House of Brands” approach to focus on individual nameplates as part of a plan to reposition as an electric-first, modern luxury carmaker.

The “House of Brands” approach aims to “amplify the unique character of each the company’s brands — Range Rover, Defender, Discovery and Jaguar," according to the automaker. 

Managing directors will report to Chief Commercial Officer Lennard Hoornik. Geraldine Ingham is managing director of Range Rover, Mark Cameron becomes managing director for Defender and Discovery and Rawdon Glover is managing director of Jaguar.

While Land Rover is missing from that list, it doesn’t mean that 75-year-old marque is done.

“As a House of Brands, Range Rover, Defender, Discovery and Jaguar step forward as individual brands, projecting their individual purpose, desirability, and personality,” a JLR spokesperson told Robb Report on Thursday. “Range Rover, Discovery and Defender will continue to be powered by the trust mark of Land Rover. 

“The strength of the Land Rover marque is from our architectures to our technologies and world-leading all-terrain capabilities. Land Rover will remain. It is strong, well known and we will use that collective strength to give our brands authenticity and purpose. The Land Rover name remains visible on and in our vehicles, reinforcing our off-road credentials and technology capabilities.”

The goal is “elevating and amplifying the uniqueness of our characterful British marques,” says Gerry McGovern, JLR chief creative officer. “Our ultimate ambition is to build truly emotionally engaging experiences for our clients that, over time, will build long-term high equity for our brands and long-term sustainability for JLR.”

JLR also announced that the first of three reimagined modern luxury Jaguars will be a 4-door GT built in Solihull in the West Midlands, UK. More details of the new 4-door GT Jaguar will be released later this year, before going on sale in selected markets in 2024, for client deliveries in 2025. 

“We have radically reimagined Jaguar as a modern luxury brand,” McGovern says in a statement. “The key to Jaguar’s transformation is that the designs convey that they are a copy of nothing.”

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