JLR defines new branding

Jaguar Land Rover will henceforth be identified merely as JLR, the automaker confirmed Thursday in a press launch. The change drops Land Rover from the company title, though JLR emphasised that it’ll not be dropped fully.

“The brand new model id aspires to take away ambiguity and produce to the fore the distinctive DNA of every of JLR’s manufacturers—Vary Rover, Defender, Discovery, and Jaguar—in addition to speed up the supply of the corporate’s imaginative and prescient to be proud creators of recent luxurious,” the discharge mentioned.

JLR logo

JLR emblem

The brand new branding additionally features a new company emblem (proven above). The corporate beforehand used the Jaguar and Land Rover logos aspect by aspect to signify itself.

The change elevates the Land Rover fashions to the identical stage as Jaguar, unambiguously making them manufacturers in their very own proper. Land Rover had beforehand moved on this route by making an attempt to create “households” of variants, including the Vary Rover Sport, Evoque, and Velar alongside the normal Vary Rover, and the Discovery Sport as a companion mannequin to the unique Discovery. In our learn, automobiles will carry such names because the JLR Vary Rover, JLR Jaguar F-Tempo, JLR Discovery Sport, and JLR Defender 90.

Nevertheless, JLR confirmed the the Land Rover title will not disappear altogether.

2019 Land Rover Discovery Td6

2019 Land Rover Discovery Td6

“The Land Rover model will stay a key a part of the corporate’s DNA,” the discharge mentioned. “Land Rover continues as a world-renowned and essential heritage mark, remaining on automobiles, web sites, social media, and retail websites, underpinning the world-class Vary Rover, Defender, and Discovery manufacturers.”

The adjustments to the company id come as JLR strikes to promote solely electrical automobiles by 2025 in addition to overhaul its lineup with new fashions, together with an electrical model of the present Vary Rover due in 2024 and an electrical Jaguar four-door GT, probably in 2025.