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Is Jaguar testing an electrified XE?

Rumors about Jaguar Land Rover moving further into electrification for its models have been circulating for the last several months. Thanks to some new spy shots, there's even more evidence that the company could have a hybrid or electric model on the way. According to our spies, this rather innocuous looking XE was spied with a group of camouflaged XF and F-Pace prototypes in Spain. Everything about the luxury sedan looks fairly stock until you see the rear end. There, just under the taillight, is a circular blue badge with an "E" in it. That emblem and the vehicle being with other test cars hints at the possibility of Jaguar doing something electrified with the vehicle. Unfortunately, there are no other clues here to determine exactly what is happening underneath the skin. Jaguar Land Rover has been insinuating its intention to build greener models for a while. The company even founded an engineering center partially for them in 2013. A fully electric powertrain is reportedly under development to slot into the F-Pace and maybe also for a Land Rover. Meanwhile, Jag has a trademark on the name EV-Type. With these new photos, the signs of JLR's coming electrification continue to mount.

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.

Ferrari exec to lead Jaguar North America

Jaguar has announced that Jeff Curry will be serving as the brand's new North American vice president, effective August 13. The move is a coup for Jag, which lured Curry away from his previous posting as VP of marketing for Ferrari North America, and is further evidence of just how strong Jaguar's comeback has gotten.
Curry has spent over 20 years in the auto industry, and has worked with Audi, SiriusXM and Land Rover, where he made his start in the industry. His primary responsibilities with Jaguar will cover marketing communications, customer relationship management, and product planning.
Jaguar Land Rover's North American president, Andy Goss, heaped praise on the brand's newest addition saying, "Jeff brings with him extensive automotive and luxury marketing experience, critical expertise in leading-edge technologies and a personal passion for automobiles."