Jaguar Land Rover Group has announced that it is reorganizing its brands and changing its name in an effort to mark the break with the arrival of new electric models.
Thus, Jaguar Land Rover will simply be JLR. Jaguar remains its own brand, while Land Rover is divided into three brands: Defender, Discovery and Range Rover. We wanted to enhance the “unique” character of each of these brands and arguably reduce the confusion associated with their names. All of this will be supported by 15 billion pounds (25 billion CAN) of investment over the next five years, which will see, among other things, the electrification of a vehicle assembly plant in Merseyside and an engine production plant in Wolverhampton.
It also marks the arrival of the first electric Range Rover scheduled for later in the year. A new electric mid-size SUV is also in the works for 2025, JLR said.
Elsewhere, Jaguar’s second electric model is in development for release this year. It is said to be the most powerful in the history of the English brand and has a range of 700 km, possibly on a European measurement cycle. In pure Jaguar tradition, this is a great touring saloon. A transition that could benefit Jaguar a lot if everything is handled efficiently.