The history of the car brands at Jaguar Land Rover (or formerly Land Rover) is a history of many misunderstandings. It actually started with the Range Rover, which is the center of the nomenclatural inconsistencies. Or was – because Land Rover should disappear as a car brand.
They call it the “Reimagine” strategy in Gaydon, where they designed the so-called “House of Brands” approach. This will make Range Rover what it has always been for many customers: a separate car brand. The vehicles were called (or are still called at the moment) with their full names Land Rover Range Rover. Or Land Rover Ranger Rover Sport. Even weirder: Land Rover Range Rover Evoque. The nonsense will be over in the future, things will be cleaned up: Range Rover, Range Rover Sport, Range Rover Evoque. Done. In the case of the other Land Rover series, a change would not have been necessary – what speaks against a Land Rover Discovery? Actually not much. Nevertheless, Discovery also becomes its own brand. Likewise Defenders. It actually loses its original name completely, because in the first few years this series was simply called Land Rover, only later it became Land Rover Defender. But today’s Defender doesn’t have much in common with the original Landy anyway (and that’s to say it in a completely neutral way). Similar efforts were made more than a decade ago when the Land Rover Range Rover Evoque was introduced. At that time, however, it was decided not to implement the plans after all. The three Land Rover brands should be on an equal footing with Jaguar in the group. This is intended to “strengthen the unique character of the four brands” with the aim of creating the “world’s most desirable modern luxury brands in the automotive sector”. Jaguar is doing more than just a name change on this path: three new electrically powered luxury models have been created announced, the first of which will be a four-door GT to be built in Solihull. With more power than any previous Jaguar, an electric range of up to 700km and prices starting at £100,000, the new Jaguar will be based on a proprietary architecture called JEA. Market launch 2025. But Land Rover will not disappear completely – it will remain as a kind of umbrella brand. Jaguar Land Rover, on the other hand, should no longer be used. However, the abbreviation JLR will remain.
source site-13