Jaguar Land Rover Unveils New JLR Identity
Jaguar and Land Rover have a long and complicated history of joining forces and splitting up. They first teamed up in 1968 as part of the British Leyland Alliance but later separated.
They reunited in 2013 under the Jaguar Land Rover name, a now familiar and iconic brand that has seen many changes in the last decade.
Now, Jaguar Land Rover is ready for a new era of luxury and innovation as it unveils its new corporate identity that reflects its vision of becoming a 'truly modern luxury business'.
Simply called JLR, the new identity is part of what it calls the "Reimagine" strategy that aims to become a House of Brands organisation consisting of Range Rover, Defender, Discovery and Jaguar brands, pretty much like what Stellantis is with Peugeot, Opel, Citroen, and Jeep to name a few.
What about Land Rover? Well, it reportedly isn't falling off the radar as we previously thought. Instead, it will become a 'trust mark' for the Defender and Range Rover nameplate, and according to Gerry McGovern, the chief creative officer, it remains part of the brand's DNA.
Not just a name change, but the identity change also sees manufacturing facilities being upgraded and tweaked for the production of EVs.
That said, JLR aims to launch its new ELR platform that will form the basis of the fully-electric Range Rover expected to arrive sometime in 2025. On the Jaguar side, we can expect the JEA platform to launch in the same year and will underpin Jaguar EV SUVs and the all-electric four-door GT announced in April.
Alongside electric vehicles, JLR says it will continue to offer ICE-powered and hybrid cars as it pushes towards a zero-emissions future.
The world is changing faster than ever, and we must keep up or get left behind. That's why JLR is reinventing itself with a new identity that puts electrification at the heart of everything it does. By 2030, JLR hopes to be a fully-electric brand, leading the way in innovation and sustainability.
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