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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.

Land Rover will put a Covid-nuking air filtration system in future cars

Jaguar - Land Rover (JLR) is developing an air filtration system that inhibits up to 97% of viruses and airborne bacteria. Designed like a face mask for your car's HVAC system, it's built on Panasonic's Nanoe X technology. Most of the company's models (including the Land Rover Defender) currently come equipped with Panasonic's Nanoe technology and PM2.5 filtration. Nanoe X is 10 times more effective, according to the brand, because it relies on a high voltage to create trillions of hydroxyl (OH) radicals enveloped in nano-sized water molecules. Think of them as Roman guards in front of a fortress: they keep the bad out, and ensure only the good can come in. Viruses and bacteria proteins are denatured when they come into contact with the filtration system, meaning they can't reproduce or grow. The OH radicals also zap common allergens and mold, but they're harmless to humans. JLR stressed it's not relying on computer simulations to decide whether its filtration system works as designed. It asked British laboratory Perfectus Biomed to perform a test that simulates a ventilation system in recirculation mode for a 30-minute cycle in a sealed chamber. The results were encouraging: 97% of viruses and airborne bacteria were nuked. The carmaker pointed out Panasonic's Nanoe X technology has been independently proven to inhibit 99.995% of coronaviruses during a two-hour laboratory test carried out by French immunology lab Texcell. Future models from Jaguar and Land Rover will use this technology, though a representative for both companies declined to tell us when it will reach production, and which nameplate(s) will inaugurate it. Meanwhile, Honda launched its own coronavirus killer across the pond. It's a cabin air filter sold as a genuine replacement part that consists of four layers, including one coated with an active substance of fruit extract that inactivates nearly 100% of the viral aerosols it captures. It's available in Europe through Honda dealers, but it won't be sold in America. Jaguar Land Rover

Jaguar might not sell many XF Sportbrakes in the U.S., but here's why it's trying

One of the wonderful surprises of this year was when we learned that the U.S. would receive the XF Sportbrake wagon, and — less of a surprise — it's as much a looker as the previous generation. And while we're never one to look a gift car in the grille, it did seem strange that Jaguar would attempt to bring a wagon to the U.S., especially when it already had a similarly sized F-Pace crossover. So we spoke with Jaguar CEO Joe Eberhardt, Jaguar Design Director Ian Callum, and Jaguar's head of product planning in the U.S. to find out what prompted the company to bring the XF Sportbrake here. There were a few key reasons. One was simply that the folks at Jaguar really like the car, and they know that journalists like wagons. That doesn't exactly pay the bills for a car, but the enthusiasm is good. According to these people at Jaguar, though, they do believe there is a market for the car, and they expect to sell most of them on the coasts. Obviously, even if Jaguar sees a wagon market, it's still going to be much smaller than for crossover SUVs. But no matter how small that market is, Jaguar has an extra advantage for bringing the wagon here. The company knew it was going to make a wagon regardless of whether it would come to America, since the wagon market in Europe is so strong. In fact, Jaguar expects that half of XF sales in Europe will be Sportbrakes. So the majority of the engineering costs will be covered from those sales. The folks at Jaguar also told us that the car wasn't difficult to homologate for the U.S., so the cost of bringing it here was minimal. So in the worst case scenario that has the XF Sportbrake hardly selling in America, Jaguar isn't going to be seriously hurt. And if it's a success, then it's even more of a success. So the XF Sportbrake isn't purely a passion product, but that's OK. It means consumers have one more option to the multitude of crossovers in the U.S., and enthusiasts have the chance to own a super cool wagon. Also, although the XF Sportbrake is currently only available in America in top-level 380-horsepower S trim, Jaguar said lower trim levels and lower-output engines, all at lower prices, will be available here in the coming year or so. Meaning there will be even more ways to satisfy your wagon itch. Related Video: