Automobile sellers from the Jaguar Land Rover (JLR) retail community have been left “flabbergasted” by the Indian-owned carmaker’s new plan to axe its 75-year-old Land Rover model.

Tata Automotive’s British OEM revealed yesterday (April 19) that it could ditch the Land Rover title for its vary of 4×4 fashions, as a substitute focussing on Jaguar, Vary Rover, Defender, Discovery as a part of its new Home of Manufacturers retail and advertising technique.

It’ll additionally formally change its official firm branding to ‘JLR’, to take away reference to Land Rover, as a part of a transfer which can spark company identification modifications in dealerships throughout the UK which had funded a £1 billion Arch Idea company identification (CI) transformation lately.

The modifications come because the OEM prepares to roll-out company mannequin retail and had been met by incredulous response from retailers.

“I’m totally flabbergasted,” one JLR retailer informed AM. “For many years JLR has had some fairly vital and properly reported points and the facility of the model has completely been it main energy.

“Facet-line the Land Rover model and also you’re turning your again on the strongest component of the enterprise, a worldwide powerhouse of a model. You need to query the intelligence behind that.”

An article within the Day by day Mail’s This Is Cash complement reported that Land Rover branding shall be used as “an overarching ‘Belief Mark’” in future, including that the title will now not seem prominently on the entrance of retail dealerships.

As an alternative, throughout an oblong black arch, would be the names of the person automobiles akin to Vary Rover or Defender, with out the ‘Land Rover’ oval, it added.

Simply as AM sources had beforehand expressed uncertainty concerning the future scale of JLR’s UK retail community amid plans for decrease volumes and a extra luxury-focussed product portfolio beneath an company mannequin, conversations yesterday instructed details about modifications hooked up to the Home of Manufacturers CI makeover are additionally missing.

“I’ve no thought what materials modifications they’re planning for the dealerships,” mentioned an AM supply.

JLR’s chief inventive officer Gerry McGovern mentioned that the Home of Manufacturers change in advertising route would serve to “elevate and amplify the distinctiveness of our characterful British marques”.

He added: “Our final ambition is to construct really emotionally partaking experiences for our shoppers that, time beyond regulation, will construct long-term excessive fairness for our manufacturers and long-term sustainability for JLR.”

Talking at yesterday’s occasion, JLR’s new chief government Adrian Mardell reaffirmed the enterprise’s dedication to its Reimagine technique, which he mentioned will reposition the corporate as a extremely worthwhile electric-first, fashionable luxurious carmaker by 2030.

JLR sought to spotlight its £15 billion funding to impress its UK automotive manufacturing operations in its bulletins.

As a part of its plan, the OEM’s Halewood plant in Merseyside will develop into an all-electric manufacturing facility with its Engine Manufacturing Centre in Wolverhampton additionally set to be renamed Electrical Propulsion Manufacturing Centre.

JLR confirmed it’s going to open order books for its all-electric Vary Rover later this yr, including that the primary of its subsequent era medium-size fashionable luxurious SUVs shall be one other all-electric mannequin Vary Rover launching in 2025 and constructed at Halewood.

JLR additionally introduced that the primary of three new Jaguar fashions shall be a four-door GT inbuilt Solihull, that includes extra energy than any earlier Jaguar, a spread as much as 700km (430 miles), and indicative pricing from £100,000.