Jaguar Land Rover is dead, all hail the carmaker known as JLR. To go along with this change, the role of the Land Rover marque will be diminished.
Adrian Mardell, JLR CEO since the start of 2023, announced the change today as he outlined the company’s electric vehicle strategy for the coming decade.
This move will shift company’s focus away from two historic marques, Jaguar and Land Rover, towards a new “House of Brands” approach which will see it launch vehicles under the Range Rover, Defender, Discovery, and Jaguar brands.
JLR head of design Jerry McGovern told Autocar “the reality is Range Rover is a brand and so is Defender”.
“Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesn’t give it,” he said.
“We love Land Rover, but there isn’t as much equity as Range Rover, and Defender is increasing massively.”
Presumably Range Rover’s emphasis will be on luxury, Defender will concentrate on off-road vehicles, and Discovery will lean towards “lifestyle” and family crossovers.
Prior to today’s announcement, the carmaker had begun to emphasise the Defender and Discovery names, with those sub-brands emblazoned above the grille and tailgate, while the Land Rover has been tucked away in a corner.
As we’ve reported elsewhere, the company’s new mid-size crossovers, such as the Range Rover Evoque and Velar, and Land Rover Discovery Sport, will now be built on a new exclusively electric EMA architecture.
The company will also launch a Jaguar range in 2025, starting with four-door GT based on the separate JEA platform.