CEO Adrian Mardell, speaking at a company update presentation, unequivocally announced the company's rebranding, marking a departure from the previous name, Jaguar Land Rover, where the company's illustrious cars were crafted under two distinct brands. The new identity would now be known as JLR, a visionary "house of brands," encompassing the renowned Range Rover, Discovery, Defender, and Jaguar labels.
Chief Creative Officer Gerry McGovern elaborated on the strategic decision, describing Land Rover as a revered "trust mark" that would now exclusively adorn the esteemed Defender, Range Rover, and Discovery brands. McGovern emphasized that Range Rover and Defender were distinct brands with their own unique identities, as evidenced by the customers who proudly proclaim ownership of a Range Rover. He stressed the imperative of absolute clarity in the luxury segment, citing the cumbersome name "Land Rover Range Rover SV Autobiography" as lacking in precision. McGovern expressed admiration for Land Rover while acknowledging that Range Rover possessed a higher equity, and highlighted the remarkable growth of the Defender brand.
Mardell then revealed the deeply personal significance of Jaguar's renaissance as an all-electric luxury marque, describing it as "unfinished business" close to his heart, having joined Jaguar 32 years ago. He conveyed his unwavering belief that returning to Jaguar's illustrious roots was the right strategic move, aligning the brand with the future of luxury electric vehicles. And rightly so, since word on the street is that Jaguar’s first car as an all-electric marque will be a four-door GT that will touch down dealership floors somewhere around 2025. But I hope you realise that this is the end of the road for the F-Type right? And, I know you might say that there might be an electric one in the future but honestly, I don’t really care, because it’s gonna be nothing like what Jaguar has produced in the past. The XE SV Project 8, the E-Type, the F-Type Project 7, the list just goes on and on! Jaguar’s not the only one, even Land Rover has made its share of special vehicles for the road. Remember the Range Rover SV Coupé? Yes, it was a two-door full-size Range Rover SV!!
In acknowledging the challenges faced by JLR in recent years, Mardell candidly referred to a period of relative quietude as the company navigated global obstacles, notably the unprecedented semiconductor chip supply crisis that impacted the entire automotive industry. However, he assured stakeholders that the situation was improving, with JLR having forged stronger and more profound relationships with chip suppliers, securing future supply. He further disclosed that JLR was now poised to fulfil orders from its monumental backlog, which exceeded 200,000 units, with over three-quarters of the orders comprising Range Rover, Range Rover Sport, and Land Rover Defender models, a testament to their enduring popularity.
For the future, JLR plans to launch six all-electric models across the Range Rover, Discovery and Defender brands by 2026. And it will all begin with the all-electric Range Rover in 2024!
Words: Sresht Garg