Jaguar Land Rover (JLR), now known as JLR, is undergoing a corporate rebranding, dividing into four distinct sub-brands as part of its new strategy. The four sub-brands are Range Rover, Defender, Discovery, and Jaguar, and this move aligns with the automaker’s commitment to an electric future, accompanied by a fresh logo.
The aim of the rebranding and logo redesign is to unlock the full potential of each brand, embodying qualities such as elegance, modernity, and forward-thinking that define the company.
This rebranding initiative is a significant step in JLR’s Reimagine strategy, which was unveiled in 2021. Central to this strategy is the prioritization of electrification across their lineup. The initial plans outlined Jaguar’s transition into a fully electric brand by 2030, while Land Rover intended to introduce six electric variants across its three brands: Range Rover, Discovery, and Defender.
Jaguar will maintain its focus on being an exclusively electric brand, while Range Rover, Discovery, and Defender will each introduce at least one electric model by the end of the decade.
According to the latest update, the Land Rover brand will continue to be an integral part of JLR’s identity, and its heritage mark will be retained on its vehicles, online platforms, and retail stores.
Jaguar currently stands as the sole brand within the group with a fully electric vehicle, represented by the I-PACE. The 2024 model year of the I-PACE received enhancements in design and technological features.
Last year, JLR announced plans to convert its Halewood plant near Liverpool into a facility for manufacturing electric models. Reports indicated that at least three electric vehicles would be produced at this plant. Although JLR initially confirmed the Range Rover Evoque and Land Rover Discovery Sport as two of the electric models to be manufactured there, the third model remained undisclosed until March.
In March, a company update revealed that the third model to be produced at the Halewood plant would be an electric Range Rover Velar.
The forthcoming Range Rover electric vehicle will be built on JLR’s new EMA platform, specifically designed for smaller Land Rover vehicles. It will be a competitor to the upcoming Porsche Macan EV. JLR has announced that the EMA platform will feature 800-V hardware, similar to the jointly developed PPE platform by Porsche and Audi.
