Following the Jaguar Land Rover rename, British automaker JLR makes a big investment
What do you think of the new Jaguar Land Rover rename? Officially known as “JLR”, the new abbreviated acronym creates a new “house of brand” that will prioritize brand recognition and restructure the brand’s lineup.
In other words, the Jaguar Land Rover rename will commence a split into four separate brands which include, Range Rover, Discovery, Defender, and Jaguar. While this change could seem to be primarily driven by marketing, the main motivation is to increase brand exposure. This week, British automaker JLR CEO Adrian Mardell gave a presentation of the plan, which would reorganize British showrooms into distinct brand footprints.
“The reality is Range Rover is a brand and so is Defender,’” said creative officer Gerry McGovern. “Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesn’t give it. We love Land Rover, but there isn’t as much equity as Range Rover, and Defender is increasing massively.”
The Jaguar Land Rover rename repositions the automaker’s strategy to reinvent itself as an “electric-first, modern luxury carmaker” by 2030. According to a press release, the company also disclosed that it will spend around $18.7 billion over the following five years to upgrade its UK production facilities for EVs. JLR will now produce electric power trains at its Engine Manufacturing Center in Wolverhampton in the West Midlands, while the plant in Halewood on Merseyside will be an all-electric manufacturing facility.
British automaker JLR also revealed information on its forthcoming wave of EVs. Later this year, they will begin taking orders for the Range Rover EV, which is scheduled for release in 2025.