Jaguar Land Rover now officially called ‘JLR’

Jaguar Land Rover has begun its transformation into JLR with the preview of a new brand identity. Soon, the automotive corporation plans to stop using the old three-word name and branch out into four sub-brands.

The new JLR logo is executed in a simple font said to embody elegance, modernity and ambition.

The marque’s strategy going forward is called Reimagine and provides for the implementation of a plan the company calls House of Brands. According to it, JLR will now incorporate four sub-brands instead of two: Jaguar, which already enjoys a fair share of independence, Range Rover, Defender, and Discovery. The historical ‘Land Rover’ badge will continue to be present on cars and other brand identity items, including websites.

Jaguar is now on its way to becoming a deluxe EV marque. In the mid-2020s, the division of JLR plans to cross the boundaries of its current market segment and start moving further upmarket with a fresh offer of all-electric luxury vehicles.