Jaguar Land Rover has been simplified to JLR as the company wants the focus on the Range Rover, Defender, Discovery and Jaguar brands
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June 1, 2023 at 16:02
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by Michael Gauthier
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Jaguar Land Rover is transitioning to a “House of Brands organization” and they’ve unveiled a new corporate identity, which puts its brands at the forefront.
As part of this effort, Jaguar Land Rover has been simplified to JLR so it doesn’t distract from their four individual brands of Range Rover, Defender, Discovery and Jaguar. However, the company noted the “world-renowned” Land Rover name isn’t going away as it will remain on “vehicles, websites, social media and retail sites.”
Speaking of names, JLR showed off their new minimalist logo. As the company explained, the “descending j aspires to add elegance, while the lighter weight of the emblem illustrates the step change to refinement and modernity.” We’re not sure about that, but it looks pretty good.
More: Jaguar Confirms 4-Door EV GT With 430 Mile Range And $125K Starting Price For 2025
JLR CEO Adrian Mardell said, “Today is an exciting day as we unveil a new identity for our company as part of our House of Brands approach. I’m confident this perfectly illustrates JLR’s ambition in the modern luxury space.” His sentiments were echoed by JLR Chief Creative Officer Gerry McGovern, who remarked “The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands.”
Names aren’t the only thing that is changing as Jaguar will be a fully electric brand by 2030. Land Rover is also embracing electrification as the Discovery, Defender and Range Rover brands will each have at least one fully electric model by the end of the decade.
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