Jaguar Land Rover presented its new corporate identity. The idea, according to the brand in a statement, is to evolve towards JLR and highlight the characteristics of each of its brands (Range Rover, Defender, Discovery and Jaguar).
Does that mean that Land Rover is going to disappear? No. The idea is that JLR is a “Brand House” and in it Land Rover “will continue to be essential and visible in our vehicles, digital platforms and dealerships.” In the statement, while the main identities and the four brands are seen, with the Land Rover logo in the last position, encompassing its “children” who become independent.
Once the image is defined, the company’s next step in its strategy reimagine “is about becoming a true modern luxury company. The next step will be to face the total electrification of a range in which, at the moment, there are very few 100% electric models.
- Jaguar: It will be the first of the brands to completely abandon internal combustion engines. Right now it is the only one that has an electric SUV, the I-Pace But the idea is to gradually abandon gasoline engines (it seems that the V8 will say goodbye forever this year with a special edition) and launch up to three electric ones by 2025. Will they keep sedans and sports cars? Unfortunately, we doubt it.
- Defend: They will be the models most designed for off-road driving. already exist three sizes Defender and plug-in hybrid versions… and it is known that they work on a 100% electric version.
- Range Rover: The maximum exponent of luxury in an SUV version with many off-road capabilities. After presenting the Range Rover, it has already been confirmed that its 100% electric version will accept orders this same 2023 (it has not yet been revealed, sales will start at the end of 2024) and then it will be time to fully electrify the mechanics of the Range Rover Sport, Evoke and Watch.
- discovery: With the transformation of the Defender and improvement of its aptitudes on asphalt, it is the one that generates the most doubts regarding its positioning. A kind of access models with cheaper prices? We will see in the coming years what happens with the future Discovery and Discovery Sport.
Source: JLR
