Road ,News
Updated: APR 26th 2023

Ethan Jupp

Jaguar Land Rover becomes JLR – a good idea?

We are in an era of unprecedented change for the automotive industry. Long-standing manufacturers and names are faced with two choices: rapidly adapt and evolve, or be swiftly outmanoeuvred. As new disruptors join almost every segment with genuinely competitive products, we’re left to question exactly how much value we see in a brand simply by virtue of its time-honoured legacy.

It’s with these conditions in mind that we must consider Jaguar Land Rover’s latest decision to rebrand as the contracted JLR, with Range Rover, Discovery, Defender and Jaguar serving as all but brands of their own. The result? Land Rover is now to this group, what Auto Union is to Audi or, ironically, what Rover is in Land Rover and Range Rover: at best benched, at worst vestigial.

UPDATE: JLR insists Land Rover lives on...


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