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Jaguar Land Rover unveils new brand identity

June 6, 2023


It’s a little confusing at times. So is a Range Rover a model, a brand or both? A Land Rover Range Rover does not have a nice mouth and a Land Rover Range Rover Evoque certainly does not. Jaguar Land Rover (JLR) is now creating clarity with some new logos.

As the next step within the Reimagine strategy, JLR is applying a House of Brands concept. This enhances the uniqueness of the Range Rover, Defender, Discovery and Jaguar brands. In unveiling its new corporate identity, JLR confirmed that the Land Rover brand remains an important part of the company’s DNA. The Land Rover logo, which is world-famous and has much historical value, will continue to be present on cars, websites, social media and dealer websites. With that, it remains the foundation of the top Range Rover, Defender and Discovery brands.


Jaguar Land Rover (JLR) will reposition itself as a manufacturer of modern luxury cars by 2030, with electrification at the forefront. At the same time, the company is also taking steps to achieve financial goals. For fiscal year 2025, the company should return to net profitability and for 2026 it should return to double-digit operating income (EBIT).