Jaguar Land Rover, or JLR because it’s now identified, is breaking into 4 sub-brands as a part of its new company id. Vary Rover, Defender, Discovery, and Jaguar will grow to be their very own distinct manufacturers because the automaker strikes towards an electrical future with a brand new emblem.

The brand new company id and emblem are a part of JLRs transfer to maximise every model’s potential, embodying “class, modernity, and the corporate’s forward-thinking essence.”

JLR says the rebranding is the subsequent step in its Reimagine technique, revealed in 2021. At “the guts of its Reimagine plan” is electrification, in keeping with the corporate. Plans initially known as for Jaguar to emerge as an all-electric model by 2030, whereas Land Rover was as a result of launch six EV variants by way of its three manufacturers, Vary Rover, Discovery, and Defender.

Jaguar will nonetheless be solely electrical, whereas the Vary Rover, Discovery, and Defender manufacturers will every launch at the least one electrical mannequin by the top of the last decade.

In keeping with the newest replace, “the Land Rover model will stay a key a part of the corporate’s DNA,” and the heritage mark will stay on its autos, on-line platform, and retail shops.

What’s subsequent for Jaguar, Vary Rover, and Discovery

Jaguar is the one model of the group with a purely electrical automobile thus far with the I-PACE, which acquired a refresh for the 2024 mannequin 12 months, together with an improved design and tech upgrades.

After revealing plans to transition its Halewood plant on the outskirts of Liverpool final 12 months to construct electrical fashions, reviews prompt at the least three EVs can be constructed on the facility.

Though JLR initially confirmed a number of the fashions being constructed on the plant, together with the Vary Rover Evoque and Land Rover Uncover Sport, each due for electrical upgrades, the third wasn’t revealed till March.

An organization replace in March (through Autocar) revealed the third can be an electrical Vary Rover Velar.

The brand new Vary Rover EV is slated to trip on JLR’s new EMA platform, designed for smaller Land Rover autos, and can rival the upcoming Porsche Macan EV. JLR has stated the EMA platform will function 800-V {hardware}, much like that of the Porsche and Audi co-developed PPE platform.