Jaguar Land Rover is now JLR, new logo revealed

KUALA LUMPUR: Jaguar Land Rover has revealed its new corporate identity wherein the brand has been rebranded to JLR. So, as of June 1, the UK-based automaker is officially called JLR, however, the three letters are slightly more than just abbreviations.

A press statement by JLR reads, “Land Rover continues as a world-renowned and important heritage mark, remaining on vehicles, websites, social media, and retail sites, underpinning the world-class Range Rover, Defender, and Discovery brands.”

JLR CEO, Adrian Mardell said, “Today is an exciting day as we unveil a new identity for our company as part of our House of Brands approach. I’m confident this perfectly illustrates JLR’s ambition in the modern luxury space.”

JLR is now a House of Brands with four companies sitting under its wings, namely Defender, Range Rover, Jaguar, and Discovery. Yes, under the new corporate identity, we see iconic Land Rover models transition into brands.

Professor Gerry McGovern OBE, chief creative officer at JLR said, "Pivotal to our Reimagine strategy is the formation of the House of Brands, which is a natural evolution, with a purpose of elevating and amplifying the uniqueness of our characterful British marques.”

He added, "Our ultimate ambition is to build truly emotionally engaging experiences for our clients that, over time, will build long-term high equity for our brands and long-term sustainability for JLR."

We first heard about the rebranding in mid-April which was presented as JLR’s $18.6 billion Reimagine strategy. With this humongous amount, the automaker did more than just create a new logo. For instance, upgrading and overhauling manufacturing facilities for an electric future.

Supporting the brand’s electric future, JLR came up with its next-gen JLR platform for electric SUVs which is known to underpin the Range Rover EV in 2025. Also, the automaker will come up with a new platform that will arrive in three of its new EVs.

What are your thoughts on the Jaguar Land Rover rebranding? Let us know in the comments.

Also Read: 2023 Range Rover Sport SV introduced; check out details