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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.

$4.5M Maryland mansion has a brick street with classic cars in its basement

At one extremely large residence in Potomac, Maryland, the residents need not call the driver to head into town. Instead, the people who lived and will live in this house can simply take a walk downstairs to hit up the post office, or the theater, or the massage parlor. These faux shops are just a small part of a re-created old-style downtown strip, complete with a brick drive and classic collector cars.  Brought to light by Twitter user @victoriaxxviii, 11610 Highland Farm Road, Potomac, Maryland, is a 12,089-square-foot gated mansion that sits on four acres, with the opportunity to buy two more next to it. It has seven bedrooms and eight bathrooms in the main house, a guest house with two bedrooms and a bathroom, and a pool house with a full kitchen and a bathroom. The place also has a heated pool and a tennis court. Yet, none of that would be of interest if not for the items hidden in the home's finished basement.  Best understood by seeing the photos above, the lower level of the house was built to resemble an old town. In addition to the aforementioned stores, it also has a sports shop, a flower shop, an inn, a tattoo parlor, a church, and most important, an auto repair shop and gas station. The repair shop is key, as there are several collectible cars positioned throughout the winding town road. Seen in the photos are a Citroen 2CV, a Jaguar E-Type roadster, a scooter, and a third vintage car that appears to be from the '20s or '30s.  The house was built in 1987 and features four garage spots. It is currently listed for $4.5 million, but it is unclear if the downstairs cars are included in the purchase. Visit Washington Fine Properties for more photos of the house and extra information about its amenities. Related Video:    

Jaguar sends off XK with limited-run Final 50 edition

The Jaguar XK coupe and convertible are pointed at the production sunset, and the cars that will end their retail lives in the US will be the dubbed the XK Final Fifty Limited Edition. As the name implies there will be fifty of them made, 25 of the fixed-roof variety, 25 of the droptop.
As the name doesn't imply, however, they'll be based on the XKR and be injected with liberal doses of XKR-S and XKR-S GT: the 510-horsepower V8 from the XKR will be mated to normally optional items like the Dynamic and Performance Packs, machined front suspension components from the XKR-S and a 10-millimeter lower ride height, the louvered hood from the XKR-S GT and Vortex 20-inch forged wheels. The sheetmetal gets a bath in Ultimate Black paint "with special trim" and badged door sill plates. Convertibles will come black roofs, but the Performance Active Exhaust will keep you apprised of the 5.0-liter V8 bellows no matter which car you choose.
They'll go into production this summer and hit dealerships in the fall. There's a lengthy press release below with more info on how this cat will sing its swan song.