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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-Pace spied getting ready for a significant update

The Jaguar F-Pace is still relatively new to the world — started as a 2017 model year car — but it looks like an update is on the way. These spy shots preview a few new design and styling details coming to the companyÂ’s luxury crossover. Its shape remains the same, but Jaguar appears to be honing the finer points. Jaguar has taken the liberty of covering up the front bumper to a great extent. Look out for a redesigned front grille (probably larger than today) and reshaped front lower air intakes. The headlights might be getting a makeover to fit the new face better, but itÂ’s tough to tell how different they may be with all the camo surrounding them. This F-Pace is similarly disguised out back with a full form-fitting cover. We can see the LED taillights poking through, and the design may be a bit different than how it looks today. With so much camouflage itÂ’s tough to know for sure, but the lights look slimmed down and generally smaller. One of the two F-Paces spied here has visible exhaust tips extending beyond the bumper. ItÂ’s tough to say what the rear valance and exhaust design will look like in final production form, but the rear aesthetic is definitely going to be different. There are no interior photos, but our spy shooters report seeing a fully covered interior. This could indicate some new design elements and updated tech. WeÂ’ll expect both of those things when the mildly updated F-Pace is ultimately revealed. Look out for a launch soon, possibly as a 2021 model year vehicle.

Jaguar riffs on Super Bowl ad with new F-Type Coupe web short

Continuing the story of black hearts it began with its first Super Bowl commercial, Jaguar is roaring down the dark and oh-so-magnificently appealing road of villainy with a new spot featuring Tom Hiddleston. Using its new F-Type Coupe to demonstrate, the actor explains the salient features of the best - meaning, English - villains.
However, it's likely that even if you could manage the elegance, the tailored suit, the sharp wit and the distinct sound, you couldn't pull it all off nearly as well as Hiddleston. That doesn't mean you can't try, of course. Might we suggest starting with his excellent lesson in being properly villainous in the video below?