Jaguar Land Rover rebrands to JLR

The name Jaguar Land Rover has come to an end as we know it after the carmaker recently unveiled its new corporate identity, dubbed JLR.

The British brand made the change as part of its move to a house of brands structure which sees the Defender, Discovery, and Range Rover nameplates become their own sub-brands (think what RAM is to Dodge) alongside Jaguar.

This means the Land Rover marque will no longer be as prominent but rest assured that it will stick around as an important ‘heritage mark’, meaning you’ll still be able to find it on vehicles, websites, and social media accounts.

JLR also released a new simplified logo which is said to represent the carmaker’s newfound focus on elegance 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,” says Professor Gerry McGovern OBE, JLR’s Chief Creative Officer.

To go along with the rebrand is a £15 billion ($NZ30.7 billion) investment into electric vehicle manufacturing at JLR’s plant in Halewood, a plan that we were first clued into in April this year.

This is in preparation for an all-new fully electric Range Rover that is expected to launch in 2025, based on the company’s next generation medium-size SUV platform, called electrified modular architecture (EMA).

That also means JLR will move away from manufacturing petrol and diesel engines.