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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.

$4.5M Maryland mansion has a brick street with classic cars in its basement

At one extremely large residence in Potomac, Maryland, the residents need not call the driver to head into town. Instead, the people who lived and will live in this house can simply take a walk downstairs to hit up the post office, or the theater, or the massage parlor. These faux shops are just a small part of a re-created old-style downtown strip, complete with a brick drive and classic collector cars.  Brought to light by Twitter user @victoriaxxviii, 11610 Highland Farm Road, Potomac, Maryland, is a 12,089-square-foot gated mansion that sits on four acres, with the opportunity to buy two more next to it. It has seven bedrooms and eight bathrooms in the main house, a guest house with two bedrooms and a bathroom, and a pool house with a full kitchen and a bathroom. The place also has a heated pool and a tennis court. Yet, none of that would be of interest if not for the items hidden in the home's finished basement.  Best understood by seeing the photos above, the lower level of the house was built to resemble an old town. In addition to the aforementioned stores, it also has a sports shop, a flower shop, an inn, a tattoo parlor, a church, and most important, an auto repair shop and gas station. The repair shop is key, as there are several collectible cars positioned throughout the winding town road. Seen in the photos are a Citroen 2CV, a Jaguar E-Type roadster, a scooter, and a third vintage car that appears to be from the '20s or '30s.  The house was built in 1987 and features four garage spots. It is currently listed for $4.5 million, but it is unclear if the downstairs cars are included in the purchase. Visit Washington Fine Properties for more photos of the house and extra information about its amenities. Related Video:    

Lunaz electrifying classic cars with coachbuilt, millimeter precision

One day last year, as David Lorenz waited by the side of the road for repair help with his classic car, he had an idea: Why not update all of that ancient mechanical "character" with a modern electric drivetrain? That would give an owner the beauty of the past, the mechanicals of the present, and the powertrain of the future. Jaguar does it with the E-Type Zero, and Aston Martin's in the game with the reversible EV powertrain swap for the DB6 Volante. And so Lorenz founded the British engineering firm Lunaz Design, named after his daughter Luna and headquartered at the Silverstone Technology Park. The company's first products are almost ready for order, starting with a 1953 Jaguar XK120 and a 1961 Rolls-Royce Phantom V. Lunaz conversions aren't a matter of pulling an engine and installing a battery pack; Lunaz reengineers classics. Managing Director Jon Hilton oversees a team bringing experience from carmakers such as Aston Martin, Ferrari, Jaguar, McLaren, and Rolls-Royce, with Hilton's resume including six years with Cosworth Engineering followed by eight years in Formula One. To develop the Lunaz offerings, a chosen car is stripped to the metal and weighed so that engineers understand the weight distribution at each corner, then the car is stripped to the chassis and 3D-scanned. This yields information allowing designers to create a powertrain that fits to the millimeter and stays true to the handling dynamics of the original vehicle. During the rebuild, the company says, any imperfections are remedied "using traditional coachbuilding techniques." The Jaguar and the Rolls-Royce get battery packs in two locations, one under the hood and one under the trunk floor. Lunaz says it can fit more battery for its in-house design into each car that way. The Jaguar's 80-kWh battery feeds two electric motors sending 375 horsepower and 516 pound-feet of torque to the rear wheels. The Phantom V uses a 120-kWh battery pack, but its output hasn't been released. While remaining true to the exterior and interior design of each car, Lunaz fits LED lights and modern tires, a modern suspension, better brakes with regenerative braking, power steering, an upgraded propshaft, and a fly-by-wire throttle. Safety and comfort additions include cruise control, traction control, and anti-lock brakes. Inside, the instrument cluster gets battery gauges, there's modern climate control, an infotainment screen with satellite navigation, and a Wi-Fi hotspot.