Jaguar Land Rover to Become JLR and Have Four Distinct Sub-Brands
British makes Jaguar and Land Rover have operated under a single entity known as Jaguar Land Rover for a decade and a half. The latter will now be simply called “JLR” as it rolls out a new “House of Brands” strategy.
JLR will consist of four distinct sub-brands including Jaguar (sport), Range Rover (luxury), Discovery (family) and Defender (adventure), with greater differentiation between them. All four will have electric-first lineups by 2030.
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During a press conference on Wednesday, JLR chief executive officer Adrian Mardell also announced that the Halewood plant in the U.K. will become an all-electric production facility and that the next-generation midsize SUV architecture will now be pure electric.
Furthermore, we’ve learned that the first of three reimagined modern luxury Jaguars will be a four-door GT with more power than any previous Jaguar, a WLTP-estimated range of up to 700 km (obviously less than that in North America) and indicative pricing from £100,000 (approx. $167,000 CAD). The first units will hit the road in 2025.
On Land Rover’s side, or what used to be Land Rover, JLR confirmed that pre-orders for the first fully electric Range Rover will begin later in 2023. Deliveries are slated for 2025.
Changes are expected at dealerships, too. JLR executives hinted at showrooms that are less corporate and more customer-centric, with no traditional offices and greater emphasis on luxury. Some dealerships might not survive and could be replaced by boutiques in keeping with the latest trend across the industry.
