JLR not ditching Land Rover title, however will convey Vary Rover, Discovery and Defender to the forefront

Jaguar Land Rover (JLR) has carried out a rebranding train which can see the Vary Rover, Discovery and Defender nameplates being delivered to the forefront, sitting alongside Jaguar in what the corporate phrases a “home of manufacturers.”

They may every sit distinctively as sub-brands within the scheme of issues, with JLR being the holding firm for them. It had been reported by some information retailers that the Land Rover title was being dropped as a part of the overhaul, however the firm says that this isn’t the case.

The inference got here after an interview with JLR chief inventive officer Gerry McGovern, during which he was quoted as saying that present Vary Rover and Defender house owners use these model names slightly than Land Rover when describing what they drive.

“The truth is Vary Rover is already a model, and so is Defender. We love the Land Rover title, but it surely doesn’t have as a lot fairness as Vary Rover, and Defender is rising quick. Folks inform us they drive a Vary Rover, not a Land Rover,” he reportedly advised Motor Development.

Nonetheless, the corporate says that the Land Rover title will proceed on, if not precisely centre stage on merchandise. As Automobile and Driver experiences, JLR acknowledged in a written response that it’s “not shedding the Land Rover title; its spirit is – and can proceed to be – an important a part of our DNA.” As indicated, the LR moniker will stay in use as an identifier, simply not utilized as a prefix to say, a Vary Rover.

As a part of its reinvention, the automaker shall be making extra inroads into electrification. It’s set to make its Halewood, UK plant an all-electric manufacturing facility and introduce a brand new medium-sized fully-electric SUV platform, which shall be primarily based on its Electrified Modular Platform (EMA). Elsewhere, an electrical Vary Rover is coming in 2025, and Jaguar shall be including three new fashions to its line-up.