Jaguar Land Rover's all-out reinvention gathers pace as it reveals the new logo for its new official name: JLR. It is a simple motif in line with the minimalist styling ethos of JLR's products and dealerships, and is said to embody "elegance, modernity and the company’s forward-thinking essence".
- JLR hopes the rebrand will unify the 4 brands
- Order backlog consists of mostly Range Rover, Range Rover Sport, Defender
- CEO aims to make Jaguar as great as it was 30 years ago
It is the first time the company has ever officially had one logo, rather than using the separate Jaguar and Land Rover brands. However, it will not appear on any cars, much like Stellantis does not appear on any Vauxhall, Peugeot or Citroen products, for example.
JLR rebrand: Land Rover logo to remain
In unveiling the new logo, JLR reiterated that the "Land Rover brand will remain a key part of the company’s DNA", and the trademark oval badge will not disappear from its portfolio, contrary to earlier reports.
Land Rover will become a “trust mark” for the Defender, Range Rover and Discovery brands, said chief creative officer Gerry McGovern. A trust mark appears on official documentation in order to reassure the customer about the quality of the brand.
“The reality is Range Rover is a brand and so is Defender,” said McGovern. “Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesn’t give it."
“We love Land Rover, but there isn't as much equity as Range Rover, and Defender is increasing massively.”
On the rebirth of Jaguar as an electric-only luxury brand, CEO Adrian Mardell said this was something that’s “very personal” and “unfinished business” for him, having originally joined Jaguar 32 years ago. “The Jaguar of 32 years ago is where we’re going back to and the right place for us to be."
JLR rebrand: order backlog
Mardell said this was now easing, while confirming that JLR had stronger and deeper relationships with chip suppliers off the back of the crisis with future supply secured, and that it was able to start delivering models within its record 200,000-strong order bank, more than three quarters of which are of the Range Rover, Range Rover Sport and Land Rover Defender models.
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