What is JLR, the new luxury car brand?

Jaguar-Land Rover has been rebranded and now wants to conquer the highest-end of the auto market

Jaguar Land Rover’s factory in Solihull, Britain
Members of staff check the paintwork on Range Rover bodies as they pass through the paint shop at Jaguar Land Rover’s factory in Solihull, Britain, December 15, 2022.PHIL NOBLE (REUTERS)

Mobility is changing and so are drivers, so brands must change simultaneously. The automotive industry is one of the most dynamic that can be found, driven by the need to meet the demands of its customers. This is how the evolution of its strategies is almost constant, as has just happened with a legendary name that has transformed itself to adapt to this environment.

It is an acronym that takes center stage and begins to name this brand from now on. It is a true statement of intent that anticipates everything that is to come for Jaguar-Land Rover, which has become JLR. It will be the official definition for a range of products divided into four ranges.

Jaguar maintains its own identity and name regardless of the sub-brands that depend on Land Rover. In this case it is Ranger Rover, Defender and Discovery, which will lose the first name to keep only what until now was the model. Therefore, the Land Rover Range Rover or Land Rover Defender, formats that the brand considers unsuitable for the current market scenario, will be discontinued.

Luxury cars

In addition to the name, the company’s strategy includes an upward repositioning of its products. They are moving away from the premium segment to try to conquer the luxury car sector. In other words, JLR wants to compete with brands such as Bentley or Rolls Royce rather than Audi, BMW or Mercedes-Benz.

A complex challenge that has sustainability and efficiency as essential pillars, including an all-electric Jaguar offer from 2025. This is when it will launch its first product of this new era, a grand tourer with 500 horsepower and a range of 700 kilometers. It will be priced at over £100,000 (124,500 dollars at the current exchange rate).

It will use its own exclusive platform for electric mechanics, which will also serve as the basis for two other models that will arrive later, distributed over a period of approximately one year. Jaguar promises a groundbreaking and unique design for these vehicles, which should serve to elevate the brand to the luxury category it has set for itself.

Land Rover’s offering

The approach with Land Rover sub-brands is less defined in some respects. The Range Rovers will certainly remain, including a zero-emissions version that will arrive in 2025. The same applies to the Defender, which will continue to be available with short or long bodywork, while the proposal for Discovery could present more nuances or even be replaced by another depending on market trends.

By 2030, six 100% electric models will appear in this catalog, as a significant step on the road to emissions neutrality that JLR is targeting for 2039. For all this, overall investments will amount to 15 billion pounds (18.5 billion dollars), including the renovation or adaptation of its major production sites.

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