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JLR, these are the answers to the four keys to the change of the English brand

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JLR, these are the answers to the four keys to the change of the English brand

That’s official, JLR has been born

JLR. It is not the acronym for Jaguar Land Rover, as the CEO of the brand Luis Antonio Ruiz explained to us in a Madrid meeting with the specialized press. It is about the new name of the English brand, which is bursting with a brave strategy and which aims to differentiate it from the competition and from what it was until now.

From the announcement of this new course at the end of April to the confirmation that it has brought this week in the form of the new logo that you can see in this information, there have been various versions about what the future of the (already old) brand would be like. Land Rover and how the new JLR faces the future. That is why there is nothing better than answering the four key questions.

What is the name of Jaguar Land Rover now?

What we knew as Jaguar Land Rover is now just JLR. It is not an acronym, but a completely new name with the logo that you can see in this information. The objective is to reposition itself as a manufacturer of luxury cars, especially electric for some brands that from the beginning will only sell models with this propulsion.

How many brands will it have and where is Land Rover?

Four. From now on, JLR encompasses four brands with their own identity at a commercial level. They are Range Rover, Jaguar, Defender and Discovery. One of the decision factors has been the search volume on Google, where it has been shown that the majority of searches for these models were with these names, except in the case of Discovery.

Land Rover disappears on a commercial level, as will its logos on cars. It remains the manufacturer and continues to support the technique of the cars with its great experience in the world of off-roading. The idea is to initiate a transition towards what the new brand calls “modern luxury”, where not only the car has to be luxurious but also the entire consumer experience.

land rover discovery

What is your brand-by-brand new model strategy?

Jaguar. It becomes a 100/100 electric brand and is once again “affordable only to a few”. This means that their prices will easily exceed 100,000 euros and that all their new models will be electric. We will see the first one at the beginning of 2025, it will be a four-door GT with more than 500 CV and more than 700 kilometers of autonomy. Then two more new models will arrive, every six months and all built on the new JEA architecture, exclusive to Jaguar.

Range Rover. Both the Range Rover and its sportier variant called Sport will be fully electric in 2025. They will be positioned as luxury SUVs and until 2030 they will have plug-in hybrid versions.

Defend and Discovery. The two brands with a more country vocation of the group will also evolve towards greater luxury and towards total electrification, but more gradually. In fact, they will keep their combustion engines with electrical support until at least 2030, since with 100 kilometers of autonomy in the PHEV variants, they are very usable. Then they will also be electric cars.

Range Rover Sport SV

What will happen to the dealers and the network?

JLR’s distribution network undergoes a notable transformation, without canceling any concessions due to this new strategy. In total, the network will be made up of 35 JLR dealers and five Jaguar agents in Spain. I already commented before that Jaguar happens to be for a few clients, hence this smaller number.

They are going to create the Approved centers, points of sale that are now being transformed to sell the brand’s pre-owned at a lower price. And, in addition, the network will gradually join the sustainability measures in search of the objective of being carbon neutral in the year 2039.

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