The JLR brand now includes Range Rover, Defender, Discovery, and Jaguar sub-brands.
Jaguar Land Rover will henceforth be known simply as JLR, the automaker confirmed Thursday in a press release. The change drops Land Rover from the corporate name, although JLR emphasized that it will not be dropped completely.
"The new brand identity aspires to remove ambiguity and bring to the fore the unique DNA of each of JLR's brands—Range Rover, Defender, Discovery, and Jaguar—as well as accelerate the delivery of the company's vision to be proud creators of modern luxury," the release said.The new branding also includes a new corporate logo . The company previously used the Jaguar and Land Rover logos side by side to represent itself.
The change elevates the Land Rover models to the same level as Jaguar, unambiguously making them brands in their own right. Land Rover had previously moved in this direction by attempting to create"families" of variants, adding the
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