1980 Land Rover Defender on 2040-cars

Auto blog

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.

Frankfurt Motor Show Notes: Why Jaguar decided to build an SUV

It was inevitable. Jaguar had to make an SUV, and that notion became reality this week with the debut of the F-Pace, an all-wheel-drive five-seater that will launch in the United States next spring. Some purists may cringe. But in an era when Porsche, Bentley, Lamborghini, Rolls-Royce, Aston Martin, and other traditional luxury brands are all building or (planning to build) SUVs, Jaguar had to evolve. While it seems like a leap for Jaguar to make an SUV, longtime design director Ian Callum said it's been in the works for years. "The first time I was asked the question was when I arrived 16 years ago," he said. So in 1999 (and probably well before that), Jaguar was already thinking SUV. What took so long? "It wasn't a priority," Callum said. Jaguar was concentrating on fixing its existing lineup, which was pockmarked with holes and poorly selling products, like the X-Type. Along the way, Jaguar and sister brand Land Rover were sold by Ford to Indian conglomerate Tata Motors. Flash forward several years, and Jaguar and Land Rover are both experiencing a resurgence in the United States and around the world. Jaguar's lineup is flush with the E-Type's modern successor, the F-Type, plus a new version of the XF. The XJ received a 2016 freshening, and the smaller XE sedan is on the way. Jaguar put its house in order as other factors conspired to make a crossover timely. Fuel prices stayed relatively low, and consumers in the US and China remained steadfast in their love for utility vehicles of all stripes. Making a Jaguar SUV became a priority. "The world was telling us in no uncertain terms this is what they wanted," Callum said. "Not to be in the sector would be a little naive for the sake of purity." Jaguar proved its intent two years ago when it revealed the C-X17 crossover concept at Frankfurt, and the final production model is close to the prototype's striking looks. "I thought we managed to maintain that spirit," Callum said. It's a true Jaguar, with cues from the F-Type, 1968 XJ, and other famous models. Who would have thought Jaguar would make an SUV? "I certainly didn't," Callum admitted. But the F-Pace is here. If Callum is okay with it, purists can be, too. Quick Hits Opel retrenches for 2016 and beyond Opel used the Frankfurt show to display its new generation of the Astra, a critical vehicle line for the German division of General Motors.

Land Rover knows where you're going and how you want to get there

Land Rover makes some of the most capable SUVs on or off the road, and some of the most luxurious too. But the British automaker isn't about to rest on those laurels - not when every other automaker assaults its territory with sport-utes of their own. That's why Land Rover has been working so hard on nifty new technologies from a depth-sounder in the door mirror of the Range Rover Sport an augmented-reality head-up display that makes the whole front of the car virtually disappear.
JLR's newest tech may not be ground-breaking, but its integration promises to make driving around town that much easier. The system syncs with the driver's smartphone and uses all manner of parameters - including driver habits, weather and location as well as the presence of other passengers - to make the commute go as smoothly as possible. Get into the car and it'll set the seat and mirrors for you. No big deal, because lots of cars do that. But it'll also set up the nav system to take you to work and the sound system to play your favorite music. Okay, getting more interesting.
Get in with your kids and it'll know not only that you've got to drop them off at school first (or remind you to pack their gym bag if they've got soccer practice after school that day) but that they might not enjoy that Chumbawamba album you've been listening to since college and it'll play something it knows you'll all enjoy based on your listening history. Then it'll switch back to Tubthumping once the kids are out, remind you of your morning meeting and alert those you're scheduled to meet with if you get stuck in traffic while finding you a better route to get there, monitoring fuel levels all the while and telling you if you'll need to tank up before you reach your destination. It knows if you like calling your mother on the drive to work and will lower the air suspension to make it easier to hop out once you get there.