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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 F-Pace, XE getting SVR treatment with supercharged V8

The folks at Jaguar Land Rover's new Special Vehicle Operations division have been fast at work creating new SVR performance models. And they're not about to stop now. Two new Jaguar models are currently in the works, according to Car and Driver, both packing the company's long-serving and celebrated supercharged V8. First up is the F-Pace crossover, which currently tops out with a 380-horsepower supercharged V6. Slotting the bigger engine in under the hood with more than 500 horsepower on tap would go a long way toward living up to the name that suggests both speed and a correlation to the F-Type sportscar. But that's not all JLR's new skunkworks department has in store. Car and Driver reports work is also under way on a more powerful XE to take on the likes of the BMW M3 and Mercedes-Benz AMG C63. The automaker is reportedly yet to give it the green light, hemming and hawing over its environmental image, but we hope hotter heads, in this case, prevail. Jaguar's V8 engine is one of its most enduring powertrains and is approaching double the output it originally offered. The 4.0 introduced in 1997 packed 375 horsepower. The latest version in the F-Type SVR (and expected soon to slot into the Range Rover Sport SVR) displaces 5.0 liters and produces 575 supercharged horsepower. With that much muscle, the F-Pace SVR would overpower the Porsche Cayenne Turbo S, BMW X5 M, and Mercedes-AMG GLE63, while the XE SVR would outgun the M3, Cadillac ATS-V, Alfa Romeo Giulia QV, and just about anything else in its class. Related Video:

Jaguar F-Type Project 7 arrives Stateside for $135k*

There are a great many things we love about the Jaguar F-Type, but one of them is that, whatever price point you're looking at, there's an F-Type for you. (Well, not any price point... this is a Jag we're talking about, but pricing varies greatly.) Got $65k to spend? That'll get you into a base F-Type V6 coupe, and you'll likely be happy for it. Eighty grand will get you into an F-Type V6 S, $90k into a V8 S roadster, and a cool hundred grand will get you the top-of-the-line F-Type R coupe. But what if you want to spend more than that? What if you've got more like $165,000 in your pocket and it's burning a hole when it should be burning rubber?
Well we've got good news for you, friend, because that's exactly how much the exclusive F-Type Project 7 will set you back. Making its US debut during Monterey car week, Jaguar has announced that the most exclusive version of its two-seat sports car - revealed in production spec just recently at the Goodwood Festival of Speed - will cost $165k in the US (plus the standard $925 delivery charge). That's roughly the price of an F-Type R and a base F-Type V6.
For all that scratch, you get an open-top roadster with 575 horsepower on tap - more than any production road car Jaguar has ever made before, and that includes the XJ220 and ultra-rare XJR-15 supercars. The most potent version yet of Jaguar's ubiquitous and long-serving 5.0-liter supercharged V8 is enough to send Project 7 to 60 in 3.8 seconds and on to an electronically limited top speed of 186 miles per hour.