This is a brand that will celebrate its 75th anniversary this year. In 1948, the first Land Rover (then a model part of the Rover brand) came out of the British Solihull chain. In 1978, eight years after the launch of the Range Rover, the brand became completely independent. In this way, it was preparing for the future launches of new ones Discovery (1989) and Freelander (1997). Today it is on the account seven models in its assortment. four Range Rover (classic, Sport, Velar and Evoque), two Discovery (classics and sports), as well as Defender. Before this diamond jubilee, the once booming brand of the British Leyland group is now struggling. In 2022, 269,120 cars were sold worldwide. brand sales down 20% ! Fortunately, the best-selling (and expensive) Defender has limited damage, and an unprecedented electric version of the Range Rover will arrive in 2023…

Land Rover and Jaguar, a long-standing partnership

Thus, the brand is at a strategic turning point and a restructuring is long overdue. but Land Rover is also a Jaguar. The two British firms have been closely linked for over 20 years. Ford bought Jaguar in 1990 and then Land Rover (from BMW) in 2000. Since then, both brands have been part of the same group and developed side by side. Since 2008, they belong to the Indian automobile group Tata Motors. Jaguar also does not have iron health : -28.5% global sales in 2022 to 61,660 units.

A few months ago, the brand made an interesting decision: to stop producing new products until 2025. It is in this term that the brand no longer has to exclusively market electric models. In other words, thermal or hybrid Jaguars are over! These numerous difficulties forced the Jaguar Land Rover group view its copy and the entire chain of organization…

Four brands in the new JLR group

They no longer say Jaguar Land Rover, but JLR. The decision to change the name was announced a few months ago, and today we know more about the implications it will have for the structure of the group. The biggest news is that Land Rover will disappear. The brand as such will no longer exist, and it will cut into three separate stamps. Discovery for mid-range SUVs, Range Rover for high-end SUVsand the Off-Road/4X4 Defender. Jaguar will focus on what it does best: sedans, coupes and roadsters.

Land Rover’s famous green oval will continue to appear on models and in brand advertising. But it will be broadcast in the background, after those that take place in one of the three new divisions. Finally, the manufacturer’s current models already have the designation DEFENDER, RANGE ROVER or DISCOVERY. Therefore, it is more a way of organizing brands, development models and main strategic orientations everyone that will really change. For customers and enthusiasts of the British brand, it is finally a storm in a teacup.

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