“The reality is Range Rover is a brand and so is Defender,’” said McGovern. “Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesn’t give it.
“We love Land Rover, but there isn't as much equity as Range Rover, and Defender is increasing massively.” On the rebirth of Jaguar as an electric-only luxury brand, Mardell said this was something that’s “very personal” and “unfinished business” for him, having originally joined Jaguar 32 years ago. “The Jaguar of 32 years ago is where we’re going back to and the right place for us to be."
Mardell acknowledged that JLR had been “quiet” over the past couple of years as it battled several key global challenges faced by the whole industry, most notably semiconductor chip supply. Mardell said this was now easing, while confirming that JLR had stronger and deeper relationships with chip suppliers off the back of the crisis with future supply secured, and that it was able to start delivering models within its record 200,000-strong order bank, more than three quarters of which are of the Range Rover, Range Rover Sport and Land Rover Defender models.
Wasting money in marketing ideas that they will regret in 2 years whilst not taking decisions that help to sell card
Been known as JLR for ages but under this daft new plan shouldn't it be JRRDD!
Oh yeah I am sure adding 2 more names to signage will help improve sales!
Won't make any difference unless they improve their reliability. No volume Compact Products is a mistake as at least this keeps some money coming in. Why have Land Rover got nothing like a Puma, Qashqai, Tiguan ?
I’m a little confused — what does a ‘Trust Mark’ mean with regards to the ‘Land Rover’ badge — theragers, perhaps you can provide clarity?
I am sure all of those dealers who were strong armed into investing in the last rebrand, what, 5 years ago? Will be thrilled to do it again...
So Jaguar is irrelevant, Range Rover is chasing ‘ultra luxury’, Defender has gone from workhorse to luxury, so what is Discovery? ‘Entry level’. Maybe the Sport but a proper Discovery isn’t. That went luxury too. What an absolute mess.
Sir William is rolling in his grave
Whilst slashing dealer margins & dealerships. Cue 60 odd empty new build units for the Chinese battery car folks to take over.
Can't help but think they're quietly killing jaguar. Last summer Stratstone told me, sorry we cant get any XFs due to production scale back. would you like a Range Rover. They will never compete with Bentley cos if you've got Bentley money, why would you buy a jag?
I would invest in fixing the anti-theft systems in Land Rover Range Rovers first before spending money on the corporate image…
LandRover please tell us this is a terrible joke. This is the dumbest thing I’ve ever heard.
They could have simply killed Jaguar brand instead. What a waste of marketing resources…
Won’t be interested in jaguarlandrover EV. 👎.
For a couple of decades, jaguarlandrover has been nicknamed as JLR in brief context, now it will rebrand itself to this acronym to hide Jaguar and LandRover. Maybe, that's the future. We see BYDCompany VW GM.
? Holding company? if so it’s irrelevant? The brand(s) already are: 1. Jaguar and 2. Land Rover (Range Rover). Jaguar are worthless now having sold out years ago, brand is seriously devalued; LR or moreover Range Rover has huge global brand value. “JLR” is starting from scratch?
Get the product and quality right - then fiddle with the branding.
Best wishes with that then 🙄🙄🙄
The biggest problem I find with modern Jaguar is that it swaps and changes it's image all the time... Every 10 years or so. There's no time for generational loyalty. If you owned an old XJ or newer XE, or even an F-Type, see you later. Jag has moved on. Very different to Porsche.
Sounds like a company preparing to pre-pack.
Unnecessary.
About time. Their customer service when I had my XE was dreadful as was the dealership. Might just be too late for them now
Bold move for such a big brand to shorten to the acronym version. Will be interesting to see how it looks 👀