Jaguar Land Rover to be renamed “JLR” in a shift towards electrification
Rebranding or refreshing a brand is normal in the automotive industry, this is usually done when a brand feels it needs to reinvent itself. Jaguar Land Rover is doing just that, it’s begun to transition into “JLR”.
JLR for electrified future
The group known as JLR is making this shift to highlight its drive toward an electric future, this announcement came during the Reimagine Strategy which will transform the group into an “electric-first, modern luxury carmaker” by 2030.
Part of this new strategy is to make the group a house of 4 brands namely: Range Rover, Defender, Discovery, and Jaguar. This was done in order to create more distinction for each brand which probably means multiple targets and price points per brand.
Adhering to the new strategy Jaguar will re-launch with 3 new models which will feature the Jaguar Electric Architecture (JEA). The new group will also create a new medium-size SUV architecture: the Electrified Modular Architecture or EMA.
The brand also announced that the all-electric versions of the Range Rover Sport and Range Rover are on track for release sometime this year.
