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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.

2017 Jaguar XE

You've seen this movie before. Topple the BMW 3 Series has gone more rounds than The Fast and The Furious and The Transporter combined. But like any good cinematic retread, this time it's different. For starters, the latest installment is a zombie flick. Born from the ashes of Ford ownership and the failed X-Type, the 2017 Jaguar XE is coming to save us from the somnambulant, undead Bimmer. Think Army of Darkness with luxury sport sedans, and you'll understand what we're going for. Okay, the plot is only based on a true story. The reality in the automotive world isn't as dramatic as most car journalists would like you to believe. But the XE is hugely important for Jaguar's desire to increase global production. You're looking at the future best-selling model. It's built on an all-new body structure that forms the basis for all the brand's upcoming sedans. The smallest, most affordable Jaguar also launches with a new engine family, built in a new factory in England. The XE arrives stateside in early 2016 with two available engines. A 2.0-liter diesel from the new Ingenium lineup is the entry-level model. Above that is the supercharged 3.0-liter V6 familiar to the Jaguar and Land Rover lineup. A turbo 2.0-liter gas engine will come in below the diesel at a later date, with an optional manual transmission. The XE versions on launch will offer rear- or all-wheel-drive. Pricing information is yet to be revealed. Until then, just assume the XE will mimic its competitors for price and content. We spent most of our time driving the 35t with R-Sport trim, but check back for a driving impression of the diesel in a few days. As we reported in our prototype drive of the XE earlier this year, this car has incredible steering feel. It's the supernatural aid in the XE's monomyth if any film buffs are still paying attention. The electrically assisted system ranks in the hall of fame with the rack on the current Porsche 911 Carrera. Lightly weighted, the loads build up in the steering wheel like it's wired to strain gauges on the sidewall of the front tires. It's not just good programming that makes the XE steer so well, although that's a big part. The rest comes from the chassis. Jaguar engineers claim the double wishbone front suspension uses lessons learned from the F-Type. The rear part of the car's quick responses comes from a multi-link setup Jag calls integrated link. A body 20-percent stiffer than the current XF also contributes to sharp reflexes.

Junkyard Gem: 1977 Jaguar XJ-S

The Jaguar XJ-S was big, powerful, swanky, and expensive, just the sort of luxury coupe a high-roller in the late 1970s craved. Unfortunately, these temperamental cars needed plenty of regular maintenance, and many of them suffered from neglect once they left the hands of their original owners. I see plenty of V12 Jaguars during my junkyard journeys, but it still gives me a twinge of sadness when I see another one parked among the ordinary Jettas and Grand Vitaras in the import-cars section of a big self-service wrecking yard. Here's a forlorn-looking, V8-swapped '77 in a San Francisco Bay Area yard. Chevrolet small-block V8 swaps were very common with the Jaguar XJs of the 1960s and 1970s, since an ordinary 350 would make power similar to that of the 326-cubic-inch V12 and parts obtainment was much easier. Still, swapping in a reliable-if-oil-leaky Detroit V8 didn't solve all the Jag's reliability woes: the Prince of Darkness retained a powerful grip on this car's soul. The patina on this car suggests decades spent forgotten in an outdoor storage area somewhere. There's a AAA map of California from the 1980s inside. This car listed for $20,250 when new. That's about $87,500 in inflation-adjusted 2018 dollars, but still $5,000 cheaper in 1977 dollars than a new Mercedes-Benz 450SLC (and a grand more expensive than a new Cadillac Fleetwood Brougham). Nobody in their right mind would have been willing to pay to restore this car, but we can hope that it provides some good parts to Jaguars that are still on the road. Related Video: Featured Gallery Junked 1977 Jaguar XJS View 16 Photos Auto News Jaguar Automotive History