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Iconic Farewells: Land Rover re-brands to ‘JLR’ in corporate ‘Reimagine’ strategy

A teaser image of a future Jaguar that  may “not necessarily show the as-yet-unnamed GT.” (Jaguar/JLT)

London, United Kingdom – Corporate leadership at Jaguar Land Rover will rebrand the organization, going forward as “JLR” in what the company dubs a “house of brands” approach, with auto brands including Range Rover, Defender, Discovery and Jaguar.

Notably, the Land Rover name has been dropped from the line, with chief creative officer, Gerry McGovern citing these changes to customers calling their vehicles Range Rovers and Defenders, rather than the vehicle’s full name, with ”Land Rover Range Rover SV Autobiography” as one of his examples.

According to a company press release, this is part of the company’s ‘Reimagine’ strategy, rebranding Jaguar as a pure-electric brand form 2025, achieving net-zero carbon emissions by 2039 and removing an iconic albeit clumsy naming scheme.

By the end of 2030, every model will be available with full battery power, with six pure-electric models across the Range Rover, Discovery and Defender brands by 2026, starting and the all-electric Range Rover by 2024.

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