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Jaguar Land Rover is going to call itself 'JLR' and spin off brands

Embracing the current popular philosophy that less is more, the executives at Jaguar Land Rover plan to officially rename their company “JLR” and to create a new “house of brands” that will emphasize name equity and refocus its vehicle offerings. In simple terms, the British-based, India-owned company will split into four separate brands: Range Rover, Discovery, Defender and Jaguar. While this shift may appear to be essentially a function of marketing and dealership bookkeeping, the over-arching reason is to give some of the brands more visibility. Details of the plan, which would reconfigure showrooms in Britain into discrete brand footprints, were discussed this week at a presentation by JLR CEO Adrian Mardell. “The reality is Range Rover is a brand and so is Defender,’” said creative officer Gerry McGovern. “Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesnÂ’t give it. We love Land Rover, but there isn't as much equity as Range Rover, and Defender is increasing massively.”  Underlying the effort is plans to reinvent Jaguar as an electric-only luxury brand, Mardell said that this was “unfinished business” for him since he joined Jaguar 32 years ago. “The Jaguar of 32 years ago is where weÂ’re going back to and the right place for us to be." He further acknowledged that JLR had been “quiet” recently in the face of semiconductor chip shortages, but allowed that that situation was easing at his company.

Jaguar XJ220 owners will finally be able to get new tires

Bridgestone announced today that the underserved Jaguar XJ220 used-car market would finally have access to new tires. Apparently a number of years ago, companies stopped supplying road tires for the XJ220 altogether. Don Law, owner and operator of XJ220 parts and restoration company Don Law Racing, brought the issue to the attention of Bridgestone. Now, Bridgestone and Don Law have assembled a team that includes the vehicle's original chief development engineer and test driver to create a modern tire for the 213-mph supercar. Bridgestone was also able to get access to pre-production car 004 for testing purposes. The company plans to have the new tire ready for the car's twenty-fifth anniversary next year. From the sound of it, the tire will likely outperform the original one, as Bridgestone's vice president of consumer OE tires cited the advancement of tire technology over the years when talking about the project. This whole project also raises an interesting question. Are there any other supercars that don't have original equipment tire options anymore? The XJ220 certainly wasn't the only supercar of the '90s with fat tires on relatively small-diameter wheels. Also, what will happen to the tire market for modern supercars? The Bugatti Veyron famously has special tires designed to handle its extremely high top speed. It certainly is an interesting first-world conundrum, and one we're going to keep tabs on. Related Video:

Jaguar Land Rover to cut workforce by 2,000 in push toward electric future

Jaguar Land Rover said on Wednesday it would cut 2,000 jobs from its global salaried workforce, just days after announcing its luxury Jaguar brand will be entirely electric by 2025 and e-models of its entire lineup will be launched by 2030. "The full review of the Jaguar Land Rover organization is already under way," the company said in an emailed statement. "We anticipate a net reduction of around 2,000 people from our global salaried workforce in the next financial year," it said. However, it added that the organizational review did not impact hourly paid, manufacturing employees. JLR, owned by India's Tata Motors, said earlier that its Land Rover brand will launch six fully electric models over the next five years, with the first in 2024. Known for its iconic, high-performance E-Type model in the 1960s and 1970s, Jaguar faces the same challenges as many other carmakers as it transitions to electric vehicles while trying to retain the feeling and power of a luxury combustion engine model. Last month, Tata Motors said it was concerned by semiconductor shortages and Brexit-related supply disruptions as its luxury car sales recover, although the Indian automaker added these had not yet hit production. Tata Motors posted three straight quarters of losses as the COVID-19 crisis dented sales, exacerbating uncertainties over Britain's exit from the European Union, weak demand and rising costs, but had bounced back to clock a profit in its third quarter to the end of December. The 2,000 reduction in JLR's non-factory jobs was reported earlier on Wednesday by Sky News.