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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.

The story behind Bridgestone's new tires for the rare and beautiful Jaguar XJ220

The Jaguar XJ220 is a beautiful, fast, and arguably under appreciated supercar from the early 1990s. While contemporaries like the Ferrari F40 and Porsche 959 garner more than $1 million at auctions, the XJ220 might pull in half that. Maintaining an older car requires work, a task made more difficult when parts aren't available. Last year, Bridgestone announced it was producing new tires specifically for XJ220s. The Japanese tire supplier has released a 42-minute video documenting the process. There were only 275 XJ220s ever built, fewer than both the F40 and 959. Until recently, no supplier made four same-spec tires that would fit the XJ220. Early Dodge Viper owners suffer from the same problem. Thanks to both Bridgestone and Pirelli, owners now have two options to choose from. Bridgestone worked with Don Law Racing, the go-to shop for all things XJ220, when developing the right tire for the car. It isn't simply a reproduction of an older-spec tire. Bridgestone tested a number of new compounds. With so few cars available, from the beginning this was going to be a money-losing prospect for the tire maker. Enthusiasts within the organization fought hard to get everything approved. Watch the full video to hear how much time and effort went into the project. Related Video: News Source: Bridgestone via Motor1Image Credit: Getty Jaguar Videos tires jaguar xj220

2013 Jaguar XF Sportbrake

Editor's Note: Our reporter was anxious to get some time behind the wheel of the XF Sportbrake, even though Jaguar only had a very small window available for us to drive it. As a result, we weren't able to capture our usual original images to go with the Quick Spin story. Please accept our regrets, and Jag's lovely stock photography, instead.
The last wagon attempt from Jaguar was the X-Type, built between 2003 and that model line's unceremonious end in 2009. That X-Type and its legacy represent a real dog of a chapter for Jaguar, and for the Halewood factory where the barker was built. It was the final joke told prior to the brand's proper rebirth phase - a phase we're enjoying the heck out of today.
Current magnanimous Jaguar owner Tata can be thanked for this new wagon, the XF Sportbrake. Like all newness coming from Jag these days, this new wagon also feels lightyears more serious an offering, ready to compete squarely with established premium wagon makers across Europe. A Jaguar wagon in America is a far-off priority for the company, frankly. Still we deserve to know what we're missing for the time being from this (sometimes overly) cherished British firm.