In April this year, Jaguar Land Rover announced a shift in brand identity to JLR, dropping Land Rover in favor of a 'House of Brands' mentality that would see JLR comprise four core identities: Jaguar, Defender, Discover, and Range Rover. However, there were still some questions about how everything would piece together, and now, JLR has revealed further details and a new brand identity under the new name.
One element that has been learned of is the Land Rover name and badge, which will "remain a key part of the company's DNA," even though it will no longer be its own brand within JLR. To that end, the so-called Land Rover heritage mark (logo) will still be displayed on the Defender, Discovery, and Range Rover models, as well as online platforms and retail sites.
From a brand recognition perspective, this change is more corporate in nature, akin to the rebranding of all FCA operations as Stellantis, while the brands remain mostly unaffected at ground level.
JLR stresses that the move is meant to "remove ambiguity" and highlight the unique DNA of the new brands. We outlined what each brand needs to do to succeed previously, which included new models for some, and an entirely new direction for others, like Jaguar becoming a Porsche rival.
Along with the new name, JLR revealed a new corporate logo; it features a 'descending J,' which is supposed to be more elegant and is designed with a lighter weight to signify refinement and modernity.
"This is the next chapter of our Reimagine journey to become a truly modern luxury business. The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands," JLR Chief Creative Officer, Professor Gerry McGovern OBE, explained.
JLR is committed to becoming carbon net zero by 2039. This involves the Land Rover lineup going electric by 2030 and Jaguar doing the same, starting in 2025. The first electric Range Rover model will launch in 2025 (order books to open this year), while an electric Jaguar four-door GT with more power than any previous Jaguar and a $125k price tag will arrive in 2024. This means models like the recently revealed Land Rover Range Rover Sport SV with a 626-horsepower BMW V8 are not long for this world.
"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," said JLR CEO Adrian Mardell.