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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.

Is Jaguar's 3 Series-fighter the brand's last chance?

The upcoming line of compact 3 Series-fighters from Jaguar, often referred to as the Jaguar XS, could consist of a sedan, wagon and possibly a coupe and GT model (think BMW 5 Series GT). The car's all-aluminum architecture also will provide the basis for two new sports utility vehicles. Just how important is the much-touted "baby Jag" project to parent company Jaguar Land Rover? A JLR executive reportedly says the brand's survival is directly linked to the success of the XS, codenamed X760, Autocar reports.
The brand's survival is directly linked to the success of the XS.
"If the X760 fails, it will probably be the end for the [Jaguar] brand," the executive says. But Adrian Hallmark, Jaguar's global brand director, claims Jaguar will "build the most advanced, most efficient, most refined car in that [compact luxury sedan] segment. Not almost as good as, but better than the best in the world."

Jaguar sends off the F-Type with commemorative 75 model

Jaguar is preparing to send the F-Type to the pantheon of automotive history. It unveiled a commemorative model named F-Type 75 that announces the end of a roughly decade-long production run with a small handful of specific design accents inside and out. Offered as a coupe and as a convertible, the 75 stands out from other members of the range with subtle emblems depicting the F-Type's silhouette positioned behind the front wheel arches. The F-Type 75 ships with 20-inch five-spoke wheels finished in gloss black, while the more powerful F-Type R 75 wears 20-inch, 10-spoke wheels with a gloss black and diamond-turned finish.  Inside, the F-Type's silhouette appears on the piece of trim positioned above the infotainment system's display and on the door sills. Every 75 regardless of body style or output comes with the Interior Black Pack and what Jaguar calls "Performance-design" front seats. While a 75-horsepower bump would have been fitting, Jaguar made no mention of mechanical changes. The four- and six-cylinder engines were dropped for the 2022 model year, so the F-Type will end its career with a V8-only range. Power for the base model comes from a 5.0-liter V8 that's supercharged to 444 horsepower and 429 pound-feet of torque, while the R benefits from an evolution of this engine rated at 575 horsepower and 516 pound-feet of torque. The base F-Type is rear- or all-wheel-drive, while the R is rear-wheel-drive-only. Jaguar will begin delivering the F-Type 75 to customers in England in early 2023 — about 75 years after the XK120 made its debut, hence the name. Pricing and availability haven't been announced yet, and Jaguar confirmed to Autoblog that details about the F-Type 75 that will be sold in the United States will be published in December 2022. The company added that 2024 will be the F-Type's last model year. As for what's next, your guess is as good as ours, but it doesn't sound like a direct successor to the F-Type is around the corner. Featured Gallery Jaguar F-Type 75, official images View 12 Photos Jaguar Convertible Coupe Luxury Performance