The Jaguar Land Rover Group has announced that it is reorganizing its brands and changing its name in a bid to mark the break with the arrival of all-new electric models.
Thus, Jaguar Land Rover becomes JLR. Jaguar remains a brand in its own right, while Land Rover is divided into three brands: Defender, Discovery and Range Rover. We therefore want to promote the “unique” character of each of these brands and of course reduce the confusion associated with their name. All this is supported by a £15 billion (CAN 25 billion) investment over the next five years which will, among other things, ensure the transition of the car assembly plant in Merseyside and the engine production plant in Wolverhampton to electricity.
It also features the arrival of the first ever electric Range Rover, scheduled for the end of the year. A new mid-size electric SUV is also in the works for 2025, says JLR.
Elsewhere, Jaguar’s second electric model is being prepared for a launch scheduled for this year. It is said that it will be the most powerful in the history of the English brand and will have a range of up to 700 km, possibly in the European measurement range. In pure Jaguar tradition, it will be a fine saloon to visit. A transition that should do Jaguar a lot of good if everything is planned effectively.