Jaguar Land Rover to call itself JLR; Offer spin-off brands

The Land Rover name would become a "trust mark" for the models under the Range Rover, Defender and Discovery brands.

Jaguar Land Rover has announced that the company will rebrand itself as "JLR", as part of its push towards a major brand overhaul.

JLR will be a "house of brands" and will have four separate sub-brands under which new models will be introduced. These sub-brands will include Range Rover, Discovery, Defender & Jaguar.

Adrian Mardell, CEO of JLR, confirmed that the company would be moving away from Jaguar Land Rover. He also stated that going forward, the Land Rover name would become a "trust mark" for the models under the Range Rover, Defender and Discovery brands. Mardell mentioned that there needs to be clarity in the luxury segment, something a Land Rover Range Rover SV Autobiography doesn't provide. He added, "We love Land Rover, but there isn't as much equity as Range Rover, and Defender is increasing massively.”

Jaguar, on the other hand, will become an electric-only luxury brand. Mardell stated, “The Jaguar of 32 years ago is where we’re going back to and the right place for us to be."

The CEO also acknowledged that the company has been quiet over the past couple of years, battling several global challenges, especially the semiconductor chip shortage. However, now that future supply is secured, JLR will be able to start delivering models, most of which are Range Rover, Range Rover Sport and Land Rover Defenders.