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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.

40th Jaguar E-Type ever made sells at auction for lb88k

The 40th Jaguar E-Type ever built, a right-hand-drive 1961 model, hit the auction block and was bought by an anonymous British buyer for 88,000 pounds ($141,310), ITV reports. The Jaguar had been stored at the previous owner's estate, in dry storage, at a derelict farm in Le Mans, France since July 1974.
E-Type chassis No. 860040 was bought by the previous owner in 1969 and was originally gray. But it was driven home to France and painted it in its current aubergine in 1974, before it was put into storage. During that time it was considered missing by experts, but there it sat under a dust sheet car cover for most of its life, so the body is in good condition. The family mechanic said that the car was last started about five years ago, and the engine recently was turned over. Coys auction house describes the original interior, which is also preserved well, as a "time warp."
Chris Routledge of Coys before the auction said, "They're sort of a mythical beast for enthusiast, at the time they were all handmade on special order, so Jaguar collectors look at the first 100 cars in a different way," BBC News reports. He added, "We estimate it to be worth between 20,000 and 40,000 pounds (about $32,100 to $64,200) but our feedback from collectors and interest worldwide suggests it could sell for between 80,000 and 100,000 pounds (about $128,500 to $160,600)." Of course, his revised estimate was right on target.

Jaguar to offer high-performance SVR models like Land Rover?

At the Goodwood Festival of Speed this past weekend, Land Rover previewed its upcoming performance version of the Range Rover Sport. Only instead of wearing the R-S badge that adorns the most hardcore of Jaguar models, the performance SUV from JLR's Special Operations unit introduced the letters SVR. And now, it seems that badge is here to stay.
Following the Range Rover Sport SVR, a new report from Motor Authority now says that Jaguar Land Rover will use those letters to distinguish the top-of-the-line performance models from both marques moving forward. As such, we might expect SVR models of the upcoming Jaguar XE compact sedan and Land Rover Discovery Sport, as well as potential new performance models based on the new F-Type and next-generation XF.
If accurate, the move would seem to separate Jaguar in particular from the R-S badge that has adorned performance models like the XFR-S and XKR-S. Both Audi and Porsche use the letters RS to distinguish its most hardcore models as well (e.g. Audi RS7 Sportback and Porsche 911 GT3 RS). Whether the similarity was a factor in shifting to the SVR moniker, we don't know, but either way, we welcome the arrival of a new generation of Jaguar and Land Rover performance models - especially if they pack the 575-horsepower version of the company's ubiquitous 5.0-liter supercharged V8. Not incidentally, that delicious powerplant gained a couple of new engine bays to call home at Goodwood as well - it's not just found in the forthcoming Range Rover Sport SVR, it's found a home in the F-Type Project 7, too.