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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.

2021 Jaguar F-Type convertible and coupe spied at the Nurburgring

We got our first look at the 2021 Jaguar F-Type back in May this year, and we were impressed with the edits Jag has in store. The F-Type hasn’t changed a whole lot since it went on sale in 2013, and this redesign looks like the most comprehensive update itÂ’s ever received. These latest shots show the British sports car running around the Nurburgring in both coupe and convertible body styles. We havenÂ’t seen the drop-top yet, so this marks our first look at this version of the new F-Type. Of course, the black soft top is up on this one, but it looks just how weÂ’d expect the convertible to appear. Both the convertible and coupe spied here appear to be high-performance V8 models with quad exhaust tips protruding aggressively beyond the rear bumper. Both these models are making use of their differing active rear wings on the track. The lit-up taillights in back draw our eyes with a shallow U-shaped design. One difference we note among the two is the rear valance/diffuser design. The coupe looks like itÂ’s rocking the design derived from the current SVR, while the convertible looks like an R. However, the tiny wing on the coupe looks nothing like the large one used on the current SVR. What might Jaguar be planning? What we do know is that this Jaguar is most likely still going to look stunning. The shape and silhouette of the car will stay the same, but the sheetmetal and styling elements are definitely going through a significant evolution. The big grille and thin headlights are in line to give the face an entirely new look. Even though Ian Callum has decided to step away from Jaguar Land Rover, he was undoubtedly involved with the design process of this F-Type.  We hope to see even more of this stylish British rocket as Jaguar presses on with development. Expect powertrain upgrades aplenty when itÂ’s finally revealed. These few prototypes weÂ’ve seen out driving spell good news for fans of V8 engines, too.

Junkyard Gem: 1997 Jaguar XK8 Convertible

Jaguar sold the mighty XJS grand tourer from the 1976 through 1996 model years, and I've documented quite a few of them in their final parking spaces. For 1997, the replacement for that legendary car finally arrived, in the form of the oft-delayed XK8. Here's one of those first-year cars, found in a self-service yard in Denver, Colorado recently. Development of this car's platform and general shape goes back to 1980, when endless prototypes were built and forgotten. Once Ford took over Jaguar in 1990, the abaondoned XJ41 project was revived and became the 1994 Aston Martin DB7. Fast-forward three years and you get a Jaguar-badged cousin of that car. The 1997 XK8 could be purchased in coupe or convertible form. The top on this car has seen better days. How much, you ask? A cool $69,900, which would be around $130,165 in 2022 dollars. If you wanted the Aston Martin DB7 Volante convertible that year, the price tag was $135,000 ($251,395 now). As we've seen in this series, sophisticated European machinery requires fastidious maintenance on the dot, or you get hit with repair bills larger than the car's value once it hits age 10 or so. Once a car like this reaches its fourth or fifth owner, the Clock of Doom starts ticking very loudly if it was ever neglected prior to that. It appears that preparation for body and paint work took place but was never completed. The engine is a 4.0-liter Jaguar DOHC V8 rated at 290 horsepower, same as the one in the XJ8. In 1998, a 370-horse supercharged version known as the XKR became available. The Lincoln LS and 2002-2005 Ford Thunderbird got a de-bored 3.9-liter version of this engine. The transmission in 1997 was a mandatory five-speed ZF automatic, regardless of which side of the Atlantic you lived on. In fact, every street XK8 ever built had an automatic when it left the assembly line (though I'm sure some three-pedal swaps have been performed by now). These cars aren't exactly common in your local Ewe Pullet, but they are out there.  This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. As some 24 Hours of Lemons racers in Texas discovered, you can buy a DB7 shell cheap at auction and then bolt in everything you need to make it a runner by stripping an even cheaper XK8 donor car.  This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. A new breed of Jaguar. This content is hosted by a third party.