As part of its ‘Reimagine’ future strategy, that includes a transition to fully-electric vehicles and retooling existing manufacturing plants for same, Jaguar Land Rover has announced a change in its branding that will see a long-standing model name dropped.
Reimagine was launched in 2021, with goals that include being an electric-first, modern luxury carmaker by 2030 and achieving net zero carbon emissions by 2039, with shorter term financial goals of a net cash positive position by FY25 and double-digit EBIT by 2026.
On the electrification front, orders for the first fully-electric Range Rover will open later this year, ahead of a public release in 2025, but the company’s modular longitudinal architecture will still allow for internal combustion vehicles in the short term.
In announcing the next stage of Reimagine in late April, a change in corporate identity was also confirmed, with Jaguar Land Rover to be shortened to ‘JLR’ and the Land Rover name to be dropped from all models.
Under what JLR calls a ‘House of Brands’ approach, the Range Rover, Discovery and Defender will be sold as brands in their own right, rather than models under the Land Rover brand.
Commenting on this new approach, JLR’s Chief Creative Officer, Gerry McGovern OBE said: “Pivotal to our Reimagine strategy is the formation of the House of Brands, which is a natural evolution, with a purpose of elevating and amplifying the uniqueness of our characterful British marques. Our ultimate ambition is to build truly emotionally engaging experiences for our clients that, over time, will build long-term high equity for our brands and long-term sustainability for JLR.”
Expanding on the House of Brands concept in an interview with Autocar, McGovern added that Land Rover won’t disappear entirely, instead becoming a “trust mark” for Range Rover, Defender and Discovery brands: “We love Land Rover, but there isn’t as much equity as Range Rover, and Defender is increasing massively.
“The reality is Range Rover is a brand and so is Defender. Customers say they own a Range Rover. In luxury, you need absolute clarity – Land Rover Range Rover SV Autobiography doesn’t give it.”
The timeframe for this transition hasn’t been revealed, but will likely be in line with the launch of the first all-electric models in 2025.