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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.

Jaguar Land Rover's latest tech makes roads safer for bikes [w/video]

Safety in automobiles isn't just about protecting the occupants anymore. It's about protecting pedestrians who might be struck by an automobile, and as Jaguar Land Rover is demonstrating, it's about protecting cyclists as well. The latest experimental safety system from the British automaker is called Bike Sense, and it builds upon technologies the company has demonstrated recently, taking them a step further to make the road safer for those riding on two wheels. The system uses a combination of colors, sounds and vibrations to alert the driver of a potential hazard that might have otherwise gone unnoticed. Demonstrated on an XJ sedan, the system identifies nearby two-wheeled vehicles as pedal-powered or motorized, and alerts the driver accordingly. If a cycle is passing a the vehicle's blind spot, the top of the seat will vibrate to virtually "tap" the driver on the left or right shoulder, prompting him or her to look over that shoulder for the hazard. LEDs inside the cabin will then illuminate amber to red in the direction that the bike is passing. The system will even chime a bicycle bell or motorcycle horn as the two-wheeled vehicle approaches, and vibrate or stiffen the accelerator pedal if the driver keeps moving towards the obstacle. And if an occupant of the parked vehicle starts to open the door into the path of moving vehicle, it'll flash a light, sound an alarm and even vibrate the door handle to warn the occupant of the oncoming hazard. We could imagine the alerts getting a little distracting, but JLR says the system is designed to prioritize potential hazards when their are groups of pedestrians, bicyclists and/or motorcycle riders on a busy urban street. This is, of course, just the latest in a long string of new systems JLR has under development, following such technologies as the Transparent Bonnet, the Smart Assistant, the Virtual Windscreen for track sessions and the 360 Virtual Urban Windscreen for city driving. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Jaguar pushes F-Pace toward Frankfurt debut [w/video]

Automakers regularly subject new vehicles they're developing to extreme climactic conditions to make sure they'll hold up no matter what the customer throws at it. We rarely get to see what those conditions entail, save for the odd batch of spy shots here and there. Jaguar, however, has given us a glimpse behind the proverbial curtain as it puts the finishing touches on the upcoming new F-Pace crossover. The British automaker reports that it's put the F-Pace through its paces in temperatures ranging from as low as 40 degrees below zero (on either scale – that's where they meet) to 50 degrees Celsius above (122 Fahrenheit). Those are some punishing conditions, achieved in the dead of winter in Northern Sweden and at the height of summer in the searing deserts of Dubai, where cabin temperatures inside a vehicle left in the sun can top 158 degrees Fahrenheit. The former is where Jaguar Land Rover maintains a dedicated arctic test facility in Arjeplog, with over 37 miles of test tracks carved out of the ice, snow, and mountains. Jaguar even threw gravel mountain passes into the test regime for the first time, because while it may be geared more toward on-road use than its Land Rover counterparts, people still expect their crossover to be sure-footed in a variety of conditions. Jaguar has now confirmed that the production F-Pace will make its bit debut in September at the Frankfurt Motor Show. That's the same venue where the C-X17 concept that previewed the F-Pace's arrival was first showcased the last time the show came to town two years ago. And while the company recently signed a manufacturing contract with Magna Steyr to build an undisclosed model line in Austria, JLR confirms that the F-Pace will be built in the UK at the Solihull plant that already handles production of the Land Rover Discovery/LR4, Defender, Range Rover, Range Rover Sport, and Jaguar XE. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.