JLR rewrites the strategy Reimagine and Kill Land Rover…?

Jaguar Land Rover is one of the automotive groups most actively striving to carve out a niche in the market. While its two brands are well-established, they have encountered some challenges in implementing their electrification plans . A couple of years ago, they launched the Reimagine strategy to address this issue. Now, they've announced the launch of JLR and more.

The Jaguar brand and the legendary British off-roader are about to embark on a new chapter. First, they will no longer be publicly and officially known as Jaguar Land Rover, but rather as JLR. This is essentially a name change that won't significantly impact their image, but there are a couple of details to note. Yes, because in their press release they mention four brands, but not Land Rover. Have they killed it?

According to JLR, the first electric Range Rover can be reserved this year and the first electric Jaguar will be a 4-door GT...

But before we tell you what might have happened with Land Rover, let's look at JLR's plan. They say they will invest £15 billion over the next five years to reorganize their operations . All their future plans focus on boosting the electrification of their ranges, autonomous driving technology, AI and digital technologies, as well as employee training. In addition, their factories will undergo a technical upgrade.

As stated by Adrian Mardell, CEO of JLR…

"We are accelerating our path to electrification with two measures: transforming our UK plants into fully electric hubs and converting our next-generation mid-size SUV architecture into a fully electric model ."

To achieve this, JLR's new models will be based on two platforms: the Modular Longitudinal Architecture (MLA) and the Electrified Modular Architecture (EMA) . The former will remain in use across the range, with internal combustion engine (ICE), hybrid, and battery electric vehicle (BEV) versions. The MLA, however, will be a unique design and will underpin models such as the future electric Range Rover.

Reimagine: That's the name and what it is Jaguar Land Rover's electric strategy

And here's one of the biggest news stories. Reservations for the first all-electric Range Rover will open at the end of this year. And that's not all; the first fully electric model from the new Jaguar will be a 4-door GT , arriving in 2025 and manufactured in Solihull. So far, so good, but JLR indicates that its new models will revolve around the new "House of Brand" approach . Do you know what that means...?

In theory, it's to accelerate the vision of modern luxury , and this revolves around four brands: Range Rover, Defender, Discovery, and Jaguar. According to their official press release…

"We offer the world's most attractive modern luxury car brands for the most discerning customers."

But what about Land Rover? They don't mention it as one of their brands in this new version of the Reimagine strategy. If you look at their press release, they don't say anything, although we believe that Range Rover, Defender, and Discovery will remain under their umbrella because we don't think they intend to eliminate it. However, with the change of their brand name to JLR, anything could happen… So, patience, as we won't have to wait long for more information.

Source – JLR