Jaguar Land Rover rebrands as JLR
New corporate branding for JLR keeps things short as British car-maker takes brands in new directionJaguar Land Rover has released the first image of its new logo as the British luxury car-maker rebrands as ‘JLR’.
The new logo has been introduced as part of an internal restructuring that will see JLR concentrate on three distinct Land Rover brands – Range Rover, Defender and Discovery – and also relaunch Jaguar as an all-electric Bentley-rivalling luxury brand.
According to the British car-making group, the new brand identity also removes ambiguity, while the new logo is said to illustrate the “step change to refinement and modernity”.
Launched as part of its Reimagine strategy, JLR said the Land Rover brand will remain a key part of the company’s DNA, addressing rumours Land Rover would be dropped, with the branding remaining on vehicles, websites, social media and retail sites.
The new JLR logo, meanwhile, will not appear on any models and will instead be employed for corporate branding.
Announcing that it would invest £15 billion ($A28 billion) over the next five years, JLR is developing its own Electric Modular Architecture (EMA) that will underpin incoming new Jaguar models as well as replacements for the Range Rover Evoque and Land Rover Discovery Sport.
Related: Land Rover Defender – What you need to know
Related: Three new SUVs to lead Jaguar’s electric rebirth
Related: Jaguar to become all-EV brand from 2025
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