JLR has unveiled a new logo. The Land Rover emblem will remain, but there is a nuance

The British company JLR, formerly known as Jaguar Land Rover, introduced its own logo and clarified the position on the Land Rover brand, which, we recall decided to split into three separate brands — Range Rover, Defender and Discovery.

We talked in detail about the rebranding of Jaguar Land Rover in April, but here we briefly recall that instead of Jaguar Land Rover, the abbreviation JLR is now used without decoding, since instead of two brands, Jaguar and Land Rover, the company now has four — Jaguar, Range Rover, Defender and discovery. JLR is now positioning itself as a «house of brands» (House of Brands) — they say, this is the most adequate formula in the modern world of luxury.

The April thesis about the splitting of Land Rover into three brands caused a flurry of indignation from fans of this brand, as a result of which JLR softened its decision and now states that the historic Land Rover oval emblem will not disappear, it will still be present on cars, Internet sites JLR and its social media pages as part of the company's DNA, but the Land Rover brand will no longer exist as a stand-alone brand, and, for example, the long name Land Rover Range Rover SV Autobiography will remain only Range Rover SV Autobiography. Actually, no one has been using the phrase Land Rover Range Rover for a long time — everyone just says Range Rover, and JLR just wants to formalize this practice.

House of Brands needs its own logo because Jaguar Land Rover didn't have a separate emblem before, they just used it on the corporate website adjacent Jaguar and Land Rover emblems. Now JLR has its own laconic three-letter emblem, but we won’t see it on cars, just as we don’t see the Stellantis corporation logo on cars of its brands.

Jaguar in 2025 will become a luxury brand ( now Jaguar is positioned in the premium segment) and will completely switch to electric vehicles and the new JEA (Jaguar Electrified Architecture) platform, its first-born will be a certain 4-door GT with a range of 700 km on a single charge and a price of 100,000 pounds sterling, the premiere will take place in 2024, the electric Jaguar of the new era will enter the market in 2025.

In addition, in the first quarter of this year, global sales of JLR amounted to 102,889 vehicles, which is 30.2% more than in January -March 2022.