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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.

Jaguar returns to open-wheel racing with Formula E team [w/video]

One of the most legendary names in motor racing – Jaguar – is returning to the open-wheel racing, but not with an internal-combustion engine. The British company has confirmed its plans to enter the FIA Formula E Championship. Though the British automaker has revealed little in the way of concrete details, the team is set to join the electric grid for the third season starting next fall. Jaguar will team up with Williams as its technical partner, drawing on the relationship they established in developing the C-X75 hybrid hypercar concept and on Williams' considerable racing expertise. The F1 team founded by Frank Williams developed the battery system for the SRT_01E that all the teams are using currently. "Electric vehicles will absolutely play a role in Jaguar Land Rover's future product portfolio and Formula E will give us a unique opportunity to further our development of electrification technologies," said JLR's chief engineer Nick Rogers. "The Championship will enable us to engineer and test our advanced technologies under extreme performance conditions." The company recently showcased new battery propulsion technology and is said to be developing an electric crossover to be dubbed the Jaguar E-Pace. Jaguar won Le Mans five times in the 1950s and twice again in 1988 and '90, and racked up victories in touring cars in the early 80s. Most recently Jaguar Racing represented the company in Formula One until then-parent Ford sold the team to Red Bull in 2004 before divesting itself from the company altogether in 2007. Aside from the XKR GT3/GT2 that it furnished to privateer teams, Jaguar has not competed in any major racing series since. Jaguar joins Audi, Renault, and PSA Peugeot Citroen on the Formula E grid. The announcement coincides with the withdrawal from the series of the Trulli team. Former F1 driver Jarno Trulli took over the outfit from Drayson and is now relinquishing the slot back to the series organizers effective immediately, dropping the grid down to 9 teams and 18 cars until Jaguar takes its place next season. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Audi and Jaguar Land Rover recalls address seatbelt issues

Audi and Jaguar Land Rover are each recalling several thousand vehicles for separate potential seatbelt issues. The recalls cover the 2022 Audi A3 and S3; 2022 Jaguar F-Type, F-Pace and XF; and the 2022-23 Land Rover Defender, Discovery, Discovery Sport, Range Rover Sport and Range Rover Velar. Examples of these vehicles may have shipped with seatbelt pretensioners that will not function properly in the event of an accident.  Audi is recalling its sedans for tensioner devices that may not adequately restrain drivers or passengers during a crash. The issue was discovered during Korean market crash testing of the high-performance RS 3.  "The seat belt tensioner in the affected vehicles serve the purpose of holding the passenger in his position in the seat," Audi said in its defect report to NHTSA. "In the event of a crash, the retention force of the seat belt may not reach the intended level. As a result, the position of the body can be further to the front of the seat, which leads to a negative influence on the whole restraint system, increasing the risk of injury." A different company, Jaguar Land Rover (JLR), meanwhile, also has an issue with a batch of pretensioners installed in its cars and SUVs. Pretensioners are the devices that fire off to rapidly retract the seatbelt when a crash is detected. Most utilize an explosive charge and pressure tube JLR says that some pretensioner devices provided by one of its suppliers may not have properly-specified pressure tubes that may not channel the gasses to the retraction mechanism correctly.  "A damaged front seat belt pretensioner tube may have been installed on the seat belt retractor," JLR's report said. "This may result in a reduced level or complete loss of pre-tensioning in the event of a crash and increased occupant injury." Owners of the models included in both recall campaigns should receive notices from the manufacturers in the coming months.  Related video: Recalls Audi Jaguar Land Rover Ownership Safety SUV Sedan