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Jaguar Land Rover becomes JLR

Jaguar Land Rover has launched a new corporate logo that prioritises its brands as it transforms into a "House of Brands organisation" (House of Brands).

In an effort to avoid detracting from its four distinct brands, Range Rover, Defender, Discovery, and Jaguar, Jaguar Land Rover has been shortened to JLR. The "world-renowned" Land Rover moniker, according to the corporation, will continue to appear on "vehicles, websites, social media, and retail sites."

Regarding names, JLR debuted their new simple logo. According to the manufacturer, the "descending j aspires to add elegance, while the lighter weight of the emblem illustrates the step change to refinement and modernity." While we are unsure, it appears to be a decent idea.

"Today is an exciting day as we unveil a new identity for our company as part of our House of Brands approach," JLR CEO Adrian Mardell stated. This, in my opinion, exemplifies JLR's goals in the current luxury market wonderfully. Gerry McGovern, Chief Creative Officer of JLR, had similar feelings when he said, "The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands."

Jaguar will be a totally electric brand by 2030, so names aren't the only thing changing. By the end of the decade, each of the Land Rover brands—Discovery, Defender, and Range Rover—will offer at least one all-electric vehicle.

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