Defender, Range Rover and Discovery are now brands

In April this year, Jaguar Land Rover announced a €17 billion investment in electric cars. It didn’t stop there. The company indicated that it would come up with a new electric platform and announced a new electric GT from Jaguar for 2024 with a range of up to 700 kilometers. Also from the full size Range Rover comes with a fully electric version, although you have to wait a year longer for that. Jaguar Land Rover described itself as a ‘brand house’ with brands such as Range Rover, Defender, Discovery and Jaguar. Indeed: Range Rover, Defender and Discovery are now brands of the concern, just like Jaguar.

Jaguar Land Rover is now called JLR and has a new logo.

Jaguar Land Rover will now call itself JLR and that includes a new logo. From now on, the company communication of the English will also be interspersed with a new JLR logo. So the biggest news is that JLR is rebranding Range Rover, Defender and Discovery as brands. Currently they are model lines. For example, the Range Rover and Range Rover Sport are still Land Rover models, as are the Discovery, Discovery Sport and Defender. JLR CEO Adrian Mardell speaks of a new identity, while Chier Creative Officer Gerry McGovern speaks of a new chapter in the JLR epic. You can count on the Range Rover and Discovery brands getting more derivatives and the Defender family – which now consists of the 90, 110 and 130 – may also get several Defender derivatives.

Range Rover, Defender and Discovery are now brands, just like Jaguar.

But what will happen to Land Rover, which has until now been the brand under which the Range Rover, Discovery and Defender models have been sold? Does JLR fumble up that brand with its rich history to throw it in the trash after 75 years? No. According to JLR, that remains an important model name. It just sticks the Land Rover name on the models of the now Range Rover, Discovery and Defender brands. So a lot is changing, but not as much as you might expect.