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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.

2018 Range Rover Sport Coupe spied in Scotland

Sport utility vehicles are the rage. SUVs with coupe styling are pretty popular, too, as BMW and Mercedes have demonstrated. Now it's Land Rover's turn. Believed to be the upcoming Range Rover Sport Coupe, this ute was spied this week during top secret testing at a remote location in Scotland. The vehicle would slot between the Range Rover Sport and Evoque, giving Land Rover an answer to the Mercedes GLE and BMW X6. These shots show what appears to be a chopped roofline, giving the new model a sportier profile than the traditional upright silhouette of Rovers. We expect it will use a version of the aluminum Jaguar F-Pace platform and offer V6 and V8 engines. It could also offer a hybrid or full electric version. The new crossover might also be lower set in a bid to differentiate it from traditional Rovers and give it a performance vibe. The Range Rover Sport Coupe – or whatever it is ultimately called – would enter a strong segment that's found favor in the United States. Once derided for potentially offering less function than traditional utes, these lifestyle vehicles have developed a strong following for their style and capability. The X6 was so successful, BMW added the smaller X4, and this forced Mercedes to follow suit with the GLE and GLC coupe variants. In this context, it's about time for Land Rover to join the fray. Related Video: Featured Gallery 2018 Land Rover Range Rover Sport Coupe View 12 Photos Image Credit: KGP Photography Design/Style Spy Photos BMW Land Rover Mercedes-Benz

Jaguar Land Rover building new R&D center for hybrids, EVs, autonomous cars

The success of Jaguar Land Rover in recent years has largely been down to a resurgent product lineup, but a recent move into the research and development will see the British-based, Indian-owned brands take the fight to its German rivals more aggressively than ever before.
JLR is investing 50 million pounds ($80,345,000, as of this writing) in a joint R&D center in central England. The move will more than triple its staff dedicated to research, from 150 to 500, with Wolfgang Epple, JLR's Director of Research and Technology telling Automotive News Europe, "In order to play among the big animals in automotive and to be anchored in the mind of customers you have to have offered something unique, to be first in market. We want to be one of the key premier automotive manufacturers."
Jaguar Land Rover's 50-million-pound contribution represents more than half of the 94-million-pound tab, on the so-called National Automotive Innovation Campus. Based at Warwick University, Tata's European Technical Center, Warwick Manufacturing Group and the Higher Education Funding Council, an agency of the British government, are all chipping in for the facility.