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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 to build 25 D-type racing cars to finish off 1956 production run

It's good to pick up where you left off, even if it's been more than 60 years. In 1956, Jaguar planned to built 100 D-type racing cars, but only 75 were completed. The missing 25 cars will now be built at Jaguar Land Rover Classic Works in Warwickshire, England, and they will all be built according to the original, authentic specifications. Customers can choose between 1955-style "Shortnose" cars and 1956-style "Longnose" versions; the prototype is of the latter specification. All of them will have the original six-cylinder XK engine, and they will come with a lot of Le Mans heritage, as D-types won the famous 24 hour race in 1955, 1956 and 1957. During their competition years, D-types were driven by such motorsport legends as Mike Hawthorn, Stirling Moss and John Fitch. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The newly built D-types will be the third continuation models from Jaguar's classic works. Earlier, they announced they were building nine XKSS cars to finish off a production run that was cut short by a 1957 fire, and in 2015 the division built six Lightweight E-Types. The XKSS itself was strongly related to the D-type, as originally it was based on unfinished D-types sitting around in the workshop after Jaguar temporarily retired from racing. As Jaguar Classic's Engineering Manager Kev Riches says of the continuation cars: "Each one will be absolutely correct, down to the very last detail, just as Jaguar's Competitions Department intended." No pricing details have yet been announced, but they will surely follow the D-type's official debut at the Retromobile classic car show in Paris this week. Related Video:

Jaguar crossover won't be based on Evoque or have off-road chops

Jaguar's long-rumored crossover won't be built on the same platform as the Land Rover Range Rover Evoque, says the Australian site Car Advice. The future of the new CUV remains uncertain, but if Jaguar does dip its toes into the SUV/crossover pool, though, the new vehicle will likely be a car-based soft roader, lacking (or perhaps more appropriately, not needing) the off-road-engineered chops inherent in Land Rover's small CUV platform.
Jaguar product planner Steven De Ploey explained to Car Advice, "There's many groups around the world [platform sharing] - obviously Volkswagen Group is doing it all the time - but I think we have to be careful. He added, "Jaguar is something quite different... It's about capability, but very much on-road focused capability." That seems to gel with our suspicions that the XQ, as it's expected to be called, will share its platform with an upcoming small Jaguar sedan, the oft-rumored X-Type successor.
Still, we'd recommend taking any mention of a Jaguar crossover with a grain of salt. Based on many of the (quite compelling) statements made by De Ploey against a Jag crossover and previous statements made by Jag's design boss, Ian Callum, the case against a leaper-bearing crossover seems strong. If a high-rider were to arrive from Jaguar, though, the article insinuates that it'd be more in line with the BMW X6 or upcoming X4 - sort of a coupe-based crossover. Like we said, grain of salt. If a Jag crossover is going to arrive soon, the upcoming Frankfurt Motor Show is the most likely locale for its debut. We'll find out in a few weeks.