Background car news

Will the Land Rover brand name be discontinued? – EXPLANATION

April 28, 2023

Jaguar Land Rover on track to profitability

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).

Jaguar Land Rover is already taking the next step in electrification this year. Later in 2023, the brand will open the order books for the all-electric Range Rover to be launched in 2024. The first model of the next generation of midsize, modern and luxury SUVs (EMA) will also be an all-electric member of the Range Rover family. It will be introduced in 2025. Production is in Halewood, Merseyside, concretizing JLR’s investment in the future of the auto industry in the UK.

EMA platform

The EMA platform will be all-electric to capitalize on the increasing focus on electrification worldwide. In addition, the flexible Modular Longitudinal Architecture (MLA) platform of the Range Rover and Range Rover Sport offers options for both fuel-burning, hybrid and all-electric powertrains. In this way, JLR has the flexibility to adapt to the needs of different markets worldwide, where electrification may proceed at a different pace.

House of Brands concept

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. Hold the phone!? So the Land Rover brand is disappearing? Explain using the manufacturer’s statement below.

Individual brands, each with their individual purpose

“We want to reassure customers that Land Rover remains the trusted brand worldwide when it comes to industry-leading capabilities offered in Range Rover, Defender and Discovery models, building on 75 years of technological expertise. As House of Brands, Range Rover, Defender, Discovery and Jaguar now emerge as individual brands, each with their individual purpose, personality and appeal. With this approach, we reinforce the uniqueness of each of the brands. The Land Rover name will not be lost; its spirit is – and will continue to be – a crucial part of our DNA,” the spokesperson said.

Electric Jaguars

The first of three “reimagined” modern, luxury and electric Jaguars will be a four-door GT, produced in Solihull in the West Midlands, United Kingdom. This Jaguar is built on its own unique architecture, JEA. The model will be the most powerful Jaguar to date, with a range of up to 700 km and a target price starting at around £100,000. More information about Jaguar’s new four-door GT will be announced later this year. Sales will begin in selected markets in 2024, with first delivery to buyers in 2025.

Electric Propulsion Manufacturing Centre

The Engine Manufacturing Centre in Wolverhampton, United Kingdom, currently produces the Ingenium fuel engines for JLR’s various models. This production site also has an electric future, namely the production of electric motors and battery packs for the new generation of JLR models. To highlight this change, the name of the manufacturing site will change to the Electric Propulsion Manufacturing Center, or EPMC for short.

JLR also has good news for the historic Castle Bromwich production site. This location, where body parts are produced, will be expanded and thus will continue to play a crucial role in the production of JLR’s all-electric future. JLR is exploring options for the other parts of the Castle Bromwich site.