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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.

2015 Jaguar F-Type V6 S Coupe

My first, ill-fated job in the auto world was at an exotic car dealer in metro Detroit. The job itself sucked, but the cars, they were exceptional. Amidst a sea of Tiptronic Porsche Boxsters, first-gen Mercedes-Benz SLKs and abused second-generation Range Rovers, there were some real gems.
In particular, I have fond memories of a trio of undrivable Jaguar E-Types. Two Series II coupes as well as a Series III convertible (that featured a mostly broken roof) spent the entirety of my brief tenure at the dealership in the back of the musty service garage. I'd make side trips through there just to see the trio of E-Types, which rarely failed to put a big, ridiculous grin on my face.
Since that time in the summer of 2005, there hasn't been a single Jag that's been capable of eliciting the same goofy smile. Not the XFR-S, with its un-aristocratic wing, nor the XKR-S. At the 2013 Los Angeles Auto Show, though, Jaguar introduced this F-Type Coupe. Sure, the droptop model had been around for a bit, but I thought it was the new coupe that most captured the E-Type's classic aesthetic, with a swooping roofline, those gorgeous rear haunches and a long, powerful hood. I had to drive one.

Massive barn find auction with classic Lamborghinis, Porsches, Jaguars happening in France

If it's the right make and model, a single classic car found in a barn can make headlines. This discovery was much bigger. Eighty cars bigger, and now they're going up for auction in France. Brought to our attention by Road & Track, this diverse collection of 81 classic cars from the 1950s, '60s, '70s, and '80s was originally found months ago. The cars were strewn about in the weeds, as seen in the weirdly calming and nicely filmed video seen below. It's not as shockingly impressive as the French barn find from a few years back, but the variety in the lot of rare vehicles is remarkable, nonetheless. Some of the most notable cars included in the auction are a highly coveted Lamborghini Miura P400, a Porsche 356 coupe, a Series 1 Jaguar E-Type coupe, and a Citroen 2CV. Other interesting vehicles include a Chrysler Imperial C14, an Autobianchi Bianchina 110FB, a C3 Corvette T-Top, a Ford Anglia, a Rolland Pilain B22, and a Stutz Speedway Six. The collection is nearly a dictionary of different auto makes: Renault, Alfa Romeo, Cadillac, Lancia, Simca, a Delage, Panhard, Lincoln, Packard, Oldmobile, a Hotchkiss, Graham Paige, Vauxhall, Opel, Peugeot, Trabant, Volkswagen, Audi, Buick, Fiat, Talbot, Mercedes-Benz, and a random Ferrari GTO body kit. There are also some random pieces and parts of cars, including some loose engines. Some of the cars can be secretly bid on right now, but the main auction will occur Sunday, January 20. Full pictures and details can be found here. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. News Source: intrencheres, Road and Track Chrysler Jaguar Lamborghini Porsche Auctions Automotive History Classics barn find