Jaguar Land Rover, now commonly referred to as JLR, is undergoing a significant transformation by dividing itself into four distinct sub-brands. As part of its strategy to navigate an electrified future, the iconic British marque is poised to spin off its Land Rover, Defender, Discovery, and Jaguar brands into separate entities, marking a significant shift in the company’s approach to the automotive industry.
As JLR embarks on a journey to unlock every model’s full potential, its refreshed company identity and brand encapsulate the essence of “elegance, innovation, and visionary thinking.”
Jaguar Land Rover (JLR) cites the rebranding as the next step in its Reimagine strategy, unveiled in 2021. At the core of its Reimagine strategy lies a commitment to electrification, grounded in corporate principles. Originally, plans envisioned Jaguar transitioning to become an all-electric brand by 2030, while Land Rover was slated to introduce six electric variants across its three marques: Range Rover, Discovery, and Defender.
By 2030, Jaguar will exclusively offer electric vehicles, while Land Rover’s Vary Rover, Discovery, and Defender brands will each introduce at least one electric model.
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The iconic Land Rover brand will continue to play a vital role in Jaguar’s identity, with its heritage mark proudly displayed across all vehicles, digital platforms, and retail stores.
As the automotive landscape continues to evolve, what’s next for Jaguar, Land Rover, and Discovery will depend on various factors.
The Jaguar brand has exclusively offered a fully electric vehicle in its I-PACE lineup until now, with a refreshed iteration unveiled for the 2024 model year, featuring enhanced design elements and technological advancements.
Following its announcement last year to transform the Halewood plant on Liverpool’s outskirts into an electric vehicle production facility, reports indicate that at least three EV models will be manufactured there.
Initially, Jaguar Land Rover (JLR) confirmed several models under production at the plant, including the Range Rover Evoque and Land Rover Discovery Sport, both slated for electric upgrades. The third model remained undisclosed until March.
The organization’s latest replacement in March was a revolutionary revelation – their third electric variant of the Range Rover Velar.
The brand-new Land Rover Defender-inspired Range Rover EV is poised to hit the road on Jaguar Land Rover’s innovative EMA (Electric Modular Architecture) platform, engineered specifically for next-generation compact Land Rover vehicles, with a potential to rival the highly anticipated Porsche Macan EV. According to JLR, its upcoming EMA platform will boast an 800-volt hardware infrastructure, mirroring the architecture employed by the PPE platform, a collaborative effort between Porsche and Audi.
