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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.

2018 Jaguar E-Pace Video Review | Jag's smallest SUV is a high-priced hit

The following is the transcript from our above 2018 Jaguar E-Pace video review. To read more about this compact luxury SUV, read our E-Pace first drive review. There's nothing like some Sunday morning driving. And today I am driving the 2018 Jaguar E-Pace, which is Jaguar's latest gasoline-fueled crossover offering, not to be confused with the I-Pace, which is their electric vehicle. This particular model is powered by a 246-horsepower turbocharged, 2.0-liter, four-cylinder engine that makes 269 pound-feet of torque. It's mated to a nine-speed ZF automatic transmission, and my biggest gripe about the engine is that it can be a bit laggy, especially driving around in the mountains, particularly in Comfort mode. I would also appreciate paddle shifters on all of the models, not just the R-Dynamic, the lack of which on a $54,000, so-called sporty crossover is pretty disappointing. My disappointment doesn't linger very long, however, as the nicely weighted steering in this cub makes driving on these mountain roads pretty enjoyable. All-wheel drive does come standard on all varieties, and each feature four drive modes: Comfort, Dynamic, Eco, and then Rain/Ice/Snow. Let's talk about looks. Jaguar chief designer Ian Callum knows how to design an SUV. The F-Pace is my favorite looking vehicle in the segment and the style translates nicely to the smaller E-Pace. While it's not as good looking as its big brother, in my opinion, it definitely takes the crown over the Range Rover Evoque and the Discovery Sport, both of which share its platform. In fact, the E-Pace would rather easily be the best-looking vehicle in its class, if not for the newly-released Volvo XC40. This Cesium Blue paint is one of my favorite colors on the market, well worth the $590 price tag, in my opinion. I'm not a huge fan of chrome in general, and while this car is no exception, you can opt for the Blackout Pack, which replaces all the chrome on the car with gloss black paint. My biggest gripes with the F-Pace? Interior, infotainment and price. Those issues remain in its smaller sibling. When it comes to interiors, the Germans and the Swedes do a much better job, and when it comes to price, there are much better interiors out there. Most of the materials inside that you touch do feel pretty nice, but there are still a few cheap-feeling plastics around the cabin. And until there's a significant update to the infotainment system, JLR is always going to be behind the competition.

Motor Trend pits Aston V12 Vantage S against Jaguar XKR-S GT in battle of the Brits

With the recent increase in higher-performance versions of already high-performance vehicles, like Mercedes-Benz and its AMG Black Series, the public is now gaining even greater access to speed and maneuverability. Two of the most recent sports cars to get their wicks turned up include the Jaguar XKR-S GT and the Aston Martin V12 Vantage S.
Both of these cars are the pinnacles of their lines, with the Jag lording over the XKR-S, XKR and XK while the Aston rules over the standard V8 Vantage S and V8 Vantage. Motor Trend has opted to pit the two rivals together for some thorough testing, and it just happened to bring along a few video cameras to capture all the action.
There's nearly 19 minutes of super hot sports car action below, so scroll down and enjoy.