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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.

Final Jaguar F-Type produced at Castle Bromwich

Last October, Jaguar told us that the F-Type ZP Edition would be the capstone for the F-Type line, the two-seat coupe and convertible retired at the end of the model year. That turned out to be maybe kind-of a little true; standard versions of the car will continue on sale until early 2025 as Jaguar sells out the car's production. The real last stand for the F-Type is the car above, the final unit down the line at Jaguar's Castle Bromwich facility on May 22, 2024, with its siblings the XE sedan and XF Sportbrake. Colored Giola Green outside with a Tan Windsor leather interior under a black roof, the F-Type will use its 5.0-liter V8 to drive to the Jaguar Daimler Heritage Trust collection on the same day that its inspiration, the Jaguar E-Type, ended production in 1974 with a British Racing Green Series III Roadster. Speaking of which, from 1961 to 1974, Jaguar says it built 75,528 E-Types across three Series'. From 2013 to 2024, the automaker built 87,731 F-Types.   Now that the dealer inventory's stocked, what comes next is the end of the long slog to electrification. We won't know what that looks like until the first product gets revealed sometime next year. It's been three years since Jaguar outlined its electric reinvention, promising a two-door sports car and two SUVs that would contend with Bentley and Rolls-Royce. Since then, the electric coupe is said to have given way to a four-seat GT that we presume has four doors, Autocar saying this one could be considered a reborn XJ, although larger and much more luxurious than the last. Sitting on the new long-wheelbase JEA platform, the outlet predicts each will come with baseline specs of at least least 450 horsepower, all-wheel drive and all-wheel steering, six-figure prices. and super-fast charging times. Designs will be minimalist, heavy on touchscreens and sustainable materials, which are pages pulled from the Range Rover playbook. And we're told the Leaper, Jaguar's leaping cat emblem around since World War II, will be put to bed. Instead, identification will be by Jaguar wordtype outside and in — another Range Rover tic. Even stranger: Autocar says none of the three will fit a rear window. Like the Polestar 3, the Jaguars will use "a digital 'mirror' at the base of the windscreen." If this is true, a mirror on the instrument panel at the bottom of the windshield would be proper old-school Jaguar. The GT is meant to debut first, next year, one SUV per year for the two years afterward.

Jaguar puts Mourinho on ice

There is principal among the persecuted to embrace insults and turn them around. That's how the gay community turned "queer" from a pejorative term into a badge of pride. Now Jaguar has done the same with "footballer's car." While this has been generally seen as the UK equivalent of a "rapper's car," generally a big four-wheel-drive such as a Range Rover, blinged up so as to make it unusable off-road, Jaguar has taken the curious step of deliberately putting a footballer in the new F-Pace. Before you can even buy a Jaguar F-Pace, the company has taken ex-Chelsea and Real Madrid manager Jose Mourinho to Northern Sweden to drive a prototype on ice. And there is not an ounce of bling about the event. It was run on 60 km (37 miles) of frozen lake at Jaguar Land Rover's extreme testing facility in Arjeplog, Sweden, which is 40 miles from the Arctic Circle. And it's not just JLR engineers who get to do this. Jaguar sells the "Jaguar Ice Drive Experience," while Porsche has something similar and if you really want to go for it there is a company that does it in Porsches, Maseratis, and the wonderful Alfa 4C. But those are not footballers' cars. Jag quotes Mourinho as saying, "The experience was magnificent. For people in my world, I think a few days in a place like this is magnificent." However even if you read it in a Spanish accent it still sounds like it was written by a PR man. Ditto the quote "I am always learning. Even in football, which is an area that obviously I feel that I'm an expert, I'm never perfect and I always learn." What Jaguar gets out of the association is some quotes about Mourinho's plans – he's going to stay in the UK – which means the major UK papers might pick it up. They probably will and then ignore all the cool ice driving stuff. What we get as car nuts is some awesome footage of the car power-sliding with rooster tails of snow. It's a good looking car; I've seen some testing on the roads around Jaguar's home of Coventry and did a double take. It's a little Macan-like but better looking. I've driven the F-Type with both the 375-HP V6 used in the Mourinho F-Pace piece and the 550-hp supercharged V8, and the V6 is plenty. Until you drive the V8, which blows your mind way. Indeed I have the letter on my desk pleading guilty to the fixed penalty (62 in a 50) that I picked up in the F-Type. What you can't tell from the video is how good the V6 sounds. How it does a nice little wake-the-neighbours blip when you switch it on.