Jaguar Land Rover has two brands with enormous commercial potential that, for one reason or another, end up below the sales volume that would be expected considering the quality, technology and design of their models. But taking advantage of the arrival of electric vehicles, a new technology that tends to balance the playing field, the English team is committed to rebalancing itself and making up for lost time.
The British consortium has now announced that there are several changes that will be implemented, some more significant than others, but together they intend to mark a position and point to the future in better conditions. The first, but not the most important, is the change of name of the company, which will go from Jaguar Land Rover to just JLR, an acronym that was already widely used, until now in the Observer.
Range Rover, Discovery and Defender to become sub-brands
Much more important is the fact that JLR is no longer divided into two brands, Jaguar on the one hand and Land Rover on the other, where Range Rover models are just a range of Land Rover luxury vehicles, but integrated into it. Adopting a strategy that it calls “House of Brands”, the house of brands in Portuguese, JLR subdivided the two original brands into four sub-brands, with the aim of optimizing each of them.
JLR will thus be divided into Sport (specifically Jaguar), Luxury (essentially the Range Rover models), Family (a range that currently only includes the Discovery but which promises to grow, developing a series of family models) and Adventure (until now made of vehicles like the different versions of the Defender, but equally doomed to grow).
JLR’s Halewood plant to be fundamentally changed to specialize in electrical production
The announcement was accompanied by an assurance that the Halewood factory in the UK will be transformed into a specialized facility for the production of electric vehicles, using specific architectures for this type of battery vehicles, in order to optimize the benefits of this technology. in terms of weight, versatility, cost and efficiency. According to the general director of JLR, Adrian Mardell, the next three Jaguars will be three sports four-door models, but more powerful than any model of the brand built so far and with approximately 700 km of autonomy, expected from 2025, it is say, in the next two years.
Land Rover, on the other hand, will split into three, with Range Rover (Luxury) promising to open orders for its first electric vehicle later this year, with deliveries to begin in 2025. More news is coming soon, but not just for the model range, as even dealers will not be able to avoid (deep) changes.
Source: Observadora
