On Thursday, Jaguar Land Rover (JLR) made an announcement regarding its new branding strategy. The automaker will now be referred to as JLR, simplifying its name.
As part of this change, JLR will adopt a “House of Brands” approach, positioning the Range Rover, Discovery, and Defender nameplates as distinct brands alongside Jaguar. Notably, the Land Rover brand will not be completely eliminated, as JLR emphasized.
Back in April, CEO Adrian Mardell hinted at this move, explaining that it would enhance the unique characteristics of these brands and expedite the development of future products.
Accompanying the new branding is a fresh corporate logo (shown below). Previously, the company used both the Jaguar and Land Rover logos together to represent itself.
This rebranding essentially elevates the individual Land Rover nameplates to the same level as Jaguar, clearly establishing them as independent brands. Land Rover had already taken steps in this direction by creating “families” of variants, which included the Range Rover Sport, Evoque, and Velar alongside the iconic Range Rover. Additionally, the Discovery Sport was introduced as a companion model to the original Discovery.
Regarding the Land Rover name, JLR confirmed that it will remain an integral part of the company’s identity.
“The Land Rover brand will continue to be a vital aspect of our company’s DNA,” stated the automaker. “Land Rover will retain its presence on vehicles, websites, social media, and retail sites, supporting the world-class Range Rover, Defender, and Discovery brands.”
These changes to the corporate identity align with JLR’s objective of exclusively selling electrified vehicles by 2025. The company is also undergoing a lineup overhaul, which includes the introduction of new models. Notably, an electric version of the current Range Rover is expected in 2024, followed by an electric Jaguar four-door GT, likely in 2025.
Frequently Asked Questions (FAQs) about rebranding strategy
What is JLR’s new branding strategy?
JLR’s new branding strategy involves positioning the Range Rover, Discovery, and Defender nameplates as individual brands alongside Jaguar, while adopting the simplified name “JLR” for the automaker.
Will the Land Rover brand be completely dropped?
No, the Land Rover brand will not be completely eliminated. JLR emphasized that it will remain a key part of the company’s identity, supporting the Range Rover, Defender, and Discovery brands.
What changes are included in the new branding?
The new branding includes a new corporate logo and elevates the individual Land Rover nameplates to the same level as Jaguar, establishing them as distinct brands. This move aims to amplify the unique characteristics of each brand and accelerate the development of future products.
What are JLR’s plans for future models?
JLR has set a goal to sell only electrified vehicles by 2025. As part of their lineup overhaul, they are planning to introduce new models, including an electric version of the current Range Rover in 2024 and a potential electric Jaguar four-door GT in 2025.
More about rebranding strategy
- Jaguar Land Rover Official Website
- JLR Newsroom – Branding Announcement
- Jaguar Official Website
- Land Rover Official Website