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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.

Jeremy Clarkson's Jag going up for auction

Fans of Top Gear host Jeremy Clarkson might want to make plans to be in the UK next weekend. On August 24, Anglia Car Auctions in King's Lynn is auctioning off Clarkson's black 1999 Jaguar XJR as part of its classic sale. According to the auction house, the Jag was "originally the daily drive" of Clarkson and has had one registered owner since.
Clarkson's former ride clocks in at 93,000 miles and has an estimated price of 2,500 to 4,000 pounds. At roughly $3,300 to $5,300 in US dollars, that could be quite a steal for a hardcore Jeremy Clarkson fan. And with a supercharged 4.0-liter V8 engine and lavish interior, it's a luxury sport sedan lover's dream.
This isn't the first time Clarkson has crossed paths with Anglia Car Auctions. Back in 2009, he and fellow Top Gear stars James May and Richard Hammond made an appearance at another vintage auction to buy vehicles for a future segment of the show.

Jaguar brings the new XKSS to Jay Leno's Garage

Jay Leno is no stranger to the Jaguar XKSS, having driven Steve McQueen's no less. But that doesn't mean he would turn down a chance at another one, and certainly not the continuation model seen in this week's Jay Leno's Garage. This particular XKSS is the first of nine cars built to complete the car's original 1957 production run, which was cut short in a factory fire. The video covers many of the fascinating details that went into recreating the XKSS. Among them are Jaguar's acquisition of an original D-Type engine block to make new castings, and even replicating the type of type of steering wheel used back in the day. Most of the vehicle is made to be identical to the originals, with only a few changes made for usability. This includes better quality materials for the brake lines, and ethanol-resistant materials for the fuel tank. Because this particular XKSS was on its way to the LA Auto Show (where we saw it debut at the Petersen Museum), Leno didn't get a chance to take it for a spin. However, snippets of his drive in McQueen's car were added, since it's the same car for all intents and purposes. What Leno emphasizes is how modern the car feels, also noting that it feels lighter than many other classic Jaguars. To see all the details and impressions, check out the video above. Related Video: