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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 SVR leaks with more power, aggressive looks

Jaguar's new F-Type SVR just leaked online, and according to the German brochure posted by Autovisie the new model in the range is a powerhouse with 567 horsepower and 516 pound-feet of torque (according to our conversions) from its 5.0-liter supercharged V8. Those figures give the SVR 25 hp and 14 lb-ft over the current all-wheel drive F-Type R. That's according to the brochure, anyway. US figures might vary slightly. The F-Type SVR is solely available with an eight-speed automatic and all-wheel drive, and the powertrain can get the coupe to a top speed of 200 miles per hour or 194 mph for the convertible. Acceleration is also quite brisk with the run to 62 mph lasting just 3.7 seconds, which makes the new model even quicker than the Project 7's 3.8-second sprint to 60 mph. The SVR shows off its extra power through a more aggressive nose with larger intakes and slats behind the front wheels to pull cool air past the brakes. The rear also gets a wing and larger diffuser. The brochure lists optional carbon ceramic brakes that are 46 pounds lighter overall than traditional units. A titanium exhaust can also shed about 26 pounds and probably makes the supercharged V8 sound even fiercer. Spy shots have shown the SVR testing, but Jaguar hasn't said anything official about it. Still, this brochure looks legit. The document makes no mention of price, but you can expect a premium over the F-Type R's $104,595 (after $995 destination) for the coupe and $107,445 for the convertible. You can check out more photos of the SVR and download the full brochure from Autovisie. Related Video:

Jaguar F-Type 'Design Study' headed to Goodwood

With the Goodwood Festival of Speed taking place this weekend, Jaguar has announced it will be there with its new trio of R models as well as a design study version of the hot new F-Type sports car. While we've already seen the XFR-S last year at the LA Auto Show and the XJR and XKR-S GT at the New York Auto Show, the F-Type design study has our attention.
Based on our recent sighting of a fixed-roof F-Type being tested in full camouflage, this could mean that we'll finally get to see a sexy F-Type Coupe in near-production form. Of course, with all of the other R branded models on display, Jaguar could also unveil a sporty new R - or maybe even an RS - F-Type roadster. Whatever is planned, it will not be a static display - Jaguar says the design study car will be in action, making the fabled run up Goodwood Hill with chief engineer Mike Cross at the wheel. Scroll down for more information about what Jaguar has planned for Goodwood.