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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 launches the new E-Pace into a barrel roll | Autoblog Minute

After months of testing – some of which we caught in spy photos – and a little teasing, Jaguar has officially entered the compact crossover space with the launch of the 2018 E-Pace. And it was a fairly grand entry, too.

Prince Harry drove Meghan Markle to their Royal Wedding reception in this electric Jaguar

Well over a billion people all over the world tuned in to watch the Royal Wedding of Prince Harry and Meghan Markle this morning, but now that it's all said and done, it's time to direct our attention to the car that the newly crowned Duke and Duchess of Sussex drove to their reception. The Jaguar E-Type Zero first debuted in September of 2017, but it's getting a whole heck of a lot more press today than it did then. Welcome to the Royal Family, Jag. Jaguar left as much of the original 1968 Series 1.5 E-Type in tact as possible while replacing the original inline-six engine with an electric motor and battery pack. Enough power is sent to the rear wheels to push this feline from 0-62 in just 5.5 seconds. That means it's quicker now than it was when new and chugging on gasoline. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The E-Type Zero's range of 170 miles is way more than enough to whisk the happy couple away from Windsor Castle to Frogmore House on the Windsor Estate, where Harry's father, the Prince of Wales, is hosting their wedding reception. But if it were to run out of juice, its 40kWh battery can be recharged in under 7 hours. Want one of your own? The Daily Mail says it'll cost GBP350,000 (that's over $470,000 here in the States). Just don't expect a customized license plate to match the date of your wedding. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.