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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 celebrates 60 years of the E-Type with six pairs of restomod cars

Jaguar is celebrating 60 years of the E-Type — which was known as the XK-E in the United States — by giving 12 cars a full in-house restoration that includes a handful of 21st-century updates. Sold exclusively in pairs, the six coupes and six convertibles are inspired by the cars shown in Geneva during the model's introduction in 1961. Developed to replace the XK150, the E-Type was presented to the public and the press on March 15, 1961, at the Geneva auto show. Two examples made the trek from England to Switzerland: a gray coupe wearing registration number 9600 HP and driven by publicist Bob Perry, and a green roadster registered 77 RW put in the hands of official Jaguar test driver Norman Dewis. Both cars were driven to the event; the coupe arrived in Switzerland minutes before it was scheduled to make its debut, and the roadster was rushed to Geneva the following day. Jaguar chose not to re-release either car. Instead, it will paint the six coupes in a special shade called Flat-Out Grey, and it will give the six convertibles a coat of Drop Everything Green. It pointed out that both colors were created specifically for the 60 Edition models, and that neither will be used on another car. Edition-specific emblems created by Jaguar's design department appear on the hood and on the fuel cap, among other parts. Jaguar E-Type 60 Edition View 11 Photos Sitting in the cabin is like traveling to the 1960s. The driver faces a wood-rimmed steering wheel with drilled spokes (and a non-original 24-carat gold horn button), analog gauges, and an array of switches on the dashboard. Coupes receive Smooth Black leather upholstery, while convertibles get Suede Green leather. Don't look for power windows or automatic headlights. You'll need to manually roll down the windows and turn on the headlights. There's tech if you look, however. Jaguar concealed a modern infotainment system with satellite navigation and Bluetooth connectivity, for example. While that's available on any of the resto-modded E-Types the firm builds, the 60 Edition cars stand out from with an engraving of the route from Jaguar's headquarters in Coventry to Geneva, Switzerland, on the center console. It's created by hand in 100 hours by Johnny Dowell, who also goes by the name King Nerd. On the coupe, the engraving reads "I thought you'd never get here," words spoken to Perry by Jaguar founder Sir William Lyons after he arrived in Geneva.

Driving JLR Classic's factory-restored Jaguar Reborn E-Type

COVENTRY, England – Moviegoers of a certain age will likely draw an association between the flag-emblazoned E-type “Shaguar” driven by Austin Powers and the carÂ’s image as an icon of Swinging-Sixties cool. For sure, the Brits cling to this era, recalling a time when everyone from The Beatles to the nationÂ’s car manufacturers were successfully exporting English swagger to the world. As the 60th anniversary of the E-typeÂ’s first appearance in 1961 approaches, attention is again focused on this golden age for British automotive engineering and JaguarÂ’s increasingly industrialized approach to leveraging its heritage. That takes the form of an impressive modern facility on the outskirts of the brandÂ’s hometown, where classic Land Rover, Range Rover and Jaguar vehicles are “Reborn” in nut-and-bolt factory restorations. This isnÂ’t a few old hands turning spanners in a dusty corner of the main factory — instead customers can go direct to Jaguar Land Rover Classic Works, order the Reborn vehicle of their dreams and sit patiently for the spectacular return on their considerable investment. In the case of the Reborn E-type driven here, that starts at around $400,000, though that figure can rise considerably if youÂ’re fussy about the vintage of the original car and want one based on a more sought-after early model. For the real fanboys Jaguar is even offering Drivsix matched pairs of restored E-type 60 Editions to celebrate the coupe and roadster that were famously driven direct from the factory to the Geneva unveiling just in time for Jaguar founder Sir William Lyons to reveal it to the world. That even Enzo Ferrari was moved to acknowledge its beauty adds to the romance of that moment, and explains why Jaguar is so keen to celebrate it. But can the Reborn E-type do justice to such myth and legend? And is factory original really preferable to the restomods built by independents like Eagle? Wheel time in a gorgeous Reborn 1965 4.2 Fixed-Head Coupe on an authentically grey and overcast English day is my chance to find out. The E-type may have earned EnzoÂ’s respect for its looks but, ever the wily engineer, he will likely have been paying closer scrutiny to what was under those slinky panels. Jaguar had demonstrated it could beat the worldÂ’s best in sports car racing with multiple Le Mans wins in the 1950s. As the new decade dawned, it looked to have ambitions to do the same in showrooms with a product that made MaranelloÂ’s finest seem like old tech.