Jaguar Land Rover Transforms into a ‘House of Brands’ with New Logo and Separate Defender, Discovery, and Range Rover Brands

Defender, Discovery and Range Rover will become separate brands under JLR, but will still carry the Land Rover badge.

Jaguar Land Rover showed off its new logo, which is part of the transformation into the so-called “House of Brands”. Jaguar Land Rover thus becomes JLRwhile the Defender, Discovery and Range Rover model lines are becoming brands. The new logo, which the brand has now boasted, is supposed to be focused on modernity, elegance and a progressive essence, thereby expressing the company’s direction and ambitions.

„This is the next chapter in our Reimagine journey to become a truly modern luxury company. JLR’s new identity will bring clarity to our clients and act as a unifying element for our four distinct British brands,” said Professor Gerry McKovern, Creative Director of JLR.

Electric ELR platforms of the new generation

The automaker announced the planned change back in April, when it also announced that it would invest $18.6 million in it. At the same time, this will not only fall on new logos and rebranding, but also on investments in new production plants, which are to prepare the company for further electrification.

For example, the carmaker is working on the development of a new, all-electric ELR platform of the next generation, which should be introduced in 2025 the new electric Range Rover. Jaguar is preparing a new JEA platform, on which three new electric models should grow.

The rebranding will retain the Land Rover logo

For now, however, the brand is concentrating on its rebranding, which can be seen, for example, on website of the US Embassy. Range Rover, Defender and Discovery are already separate brands, only at the bottom of the website we see the Land Rover logo.

But this should also be present on new models. JLR wants to build on its 75-year history as a Land Rover brand, so the new SUVs will still bear the symbol of the traditional British car company.