New change of corporate identity in the automotive sector. This time, it has occurred in the British group Jaguar-Land Rover, belonging to the Indian conglomerate Tata. Within the framework of the Reimagine plan, the company reorients itself and changes its name, which is now called JLR. Four brands are included under this name: Jaguar, Range Rover, Discovery and Defender (Land Rover, as such, disappears). Each of them has a very specific task to reach a specific client.
Thus, from 2025, Jaguar will be a very exclusive electric car firm (it will stop manufacturing internal combustion examples). For its part, Range Rover will offer luxury SUVs; Defender will include the models with the greatest off road capabilities; and Discovery -still in the definition phase- will surely correspond to those more functional and familiar cars that combine exclusivity and great capabilities off the asphalt.
These three signatures will be sold at the same dealerships, which will see Land Rover's mythical green oval emblem disappear (although the company stresses that it will continue to be an essential part of JRL's DNA). Jaguar's refocusing to become a luxury electric car brand forces it to rethink its sales network. The idea is that there are only five strategic agents in Spain (Madrid, Barcelona, Valencia, La Coruña and Marbella), as well as two in Portugal (Lisbon and Porto) and one in Andorra.
JLR's goal is to be emission neutral by 2039. To achieve this goal, the development of electrified cars is key. The forecast is to launch six electric models of Range Rover, Discovery and Defender by 2026. The first will be the zero-emission version of the Range Rover, which will be available to reserve by the end of 2024. It will be followed by the corresponding Range Rover Sport variant.
In 2025, the first electric Jaguar of the new era will also land (remember that the I-Pace electric SUV is already on sale). It is a large four-door coupe about 5 meters long, powered by an engine that delivers more than 600 horsepower and a range of more than 700 kilometers. After him, two other models built on the same platform will arrive.
In order to carry out this ambitious electrification plan, the company will invest 15,000 million pounds over the next 5 years. This amount will be used to adapt factories (the British Halewood plant will become fully electric), develop autonomous driving technologies, apply artificial intelligence to its vehicles and adequately train its employees.
JRL does not plan to close any of its current production centers and plans to recover the figure of 400,000 units manufactured annually as soon as the microchip crisis that has prevented it from meeting all demand is fully resolved. For the Spanish market, this translates into sales of 5,000 units per year.
