Jaguar Land Rover, or JLR because it’s now recognized, is breaking into 4 sub-brands as a part of its new company id. Vary Rover, Defender, Discovery, and Jaguar will grow to be their very own distinct manufacturers because the automaker strikes towards an electrical future with a brand new emblem.
The brand new company id and emblem are a part of JLRs transfer to maximise every model’s potential, embodying “class, modernity, and the corporate’s forward-thinking essence.”
JLR says the rebranding is the following step in its Reimagine technique, revealed in 2021. At “the guts of its Reimagine plan” is electrification, based on the corporate. Plans initially known as for Jaguar to emerge as an all-electric model by 2030, whereas Land Rover was resulting from launch six EV variants by means of its three manufacturers, Vary Rover, Discovery, and Defender.
Jaguar will nonetheless be totally electrical, whereas the Vary Rover, Discovery, and Defender manufacturers will every launch not less than one electrical mannequin by the top of the last decade.
Based on the most recent replace, “the Land Rover model will stay a key a part of the corporate’s DNA,” and the heritage mark will stay on its automobiles, on-line platform, and retail shops.
What’s subsequent for Jaguar, Vary Rover, and Discovery
Jaguar is the one model of the group with a purely electrical automotive thus far with the I-PACE, which acquired a refresh for the 2024 mannequin yr, together with an improved design and tech upgrades.
After revealing plans to transition its Halewood plant on the outskirts of Liverpool final yr to construct electrical fashions, studies instructed not less than three EVs could be constructed on the facility.
Though JLR initially confirmed a number of the fashions being constructed on the plant, together with the Vary Rover Evoque and Land Rover Uncover Sport, each due for electrical upgrades, the third wasn’t revealed till March.
An organization replace in March (through Autocar) revealed the third could be an electrical Vary Rover Velar.
The brand new Vary Rover EV is slated to experience on JLR’s new EMA platform, designed for smaller Land Rover automobiles, and can rival the upcoming Porsche Macan EV. JLR has stated the EMA platform will function 800-V {hardware}, just like that of the Porsche and Audi co-developed PPE platform.
