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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 F-Type Coupe unveiled with range-topping R model

This is the Jaguar F-Type Coupe, the long-awaited hardtop counterpart to the F-Type roadster we tested earlier this year. Besides adding a roof, it shuffles up the engine range that we saw on the Convertible model, and in two of three cases, it cuts the cost of entry rather quite nicely (a happy contradiction to earlier reports).
The big change is that the F-Type Coupe does away with the Convertible's V8S trim (although the 495-horsepower variant will still be available in the droptop), and adds an even more potent letter to the top of the range. The $99,000 F-Type R Coupe is the latest member of Jaguar's R Performance line, and despite being down a letter on the XFR-S and XKR-S, it features the same 5.0-liter, 550-hp supercharged V8. With all that power on tap, the F-Type R will sprint to 60 mph in just 4.0 seconds (if it doesn't break into the 3s in independent testing, we'll be shocked) and on to a top speed of 186 miles per hour. If you need to get to freeway speeds quickly, the F-Type R will also go from 50 to 75 mph in just 2.4 seconds.
As the top tier model, the F-Type R is loaded down with performance-oriented tech. The suspension features adaptive dynamics that manage the car's body movements and adjust accordingly, while the suspension itself is 4.3-percent stiffer in front and 3.7-percent tighter in the back than the F-Type V8S Convertible. Drivers can dial up an even stiffer suspension setting in Dynamic Mode, which will also tweak the steering, the shift schedule of the eight-speed SportShift automatic and the throttle response of that brawny engine.

Jaguar F-Type squares off against Porsche 911, Aston V8 Vantage with Chris Harris

Chris Harris is back on the job, taking on really really difficult car questions like: Which enormously sexy and good-to-drive, high-performance convertible is the top of the heap? As one of the hottest cars in the luxury space right now, the Jaguar F-Type S is, of course, in on the action. Competition comes in the form of the Aston Martin V8 Vantage Roadster and the Porsche 911 Carrera S Cabriolet. Sun-loving CEOs who despise test-driving need look no further.
Scroll on below for a fully featured (with a running time of more than 20 minutes) comparison video. Harris does his best to entertain - in a typically nitpicky and made-up-British-words fashion - and the moving pictures are lovely to look at. Kick back, pour a pint and get your weekend started off right.