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Jaguar Land Rover officially changed its name to JLR, and the new logo was exposed

author:Crowd car network

On June 1, Jaguar Land Rover officially released its new logo "JLR". Land Rover models, which had been the brand's logo, transitioned to a brand under the JLR.

Jaguar Land Rover officially changed its name to JLR, and the new logo was exposed

The change was first heard about in mid-April as part of JLR's $18.6 billion Reimagine strategy. What JLR is clearly doing is more than just creating a new logo, with executives envisioning that the reinvented JLR will be a brand home for unique British luxury cars.

Jaguar Land Rover officially changed its name to JLR, and the new logo was exposed

Jump to the Land Rover USA website and you'll see only a small Land Rover logo at the bottom of the home page. Defender, Discovery and Land Rover are listed as brands in their class. But that doesn't mean JLR has given up Land Rover brand equity. These SUV models will still bear the Land Rover logo, and Land Rover will continue to live on as the company's traditional logo.

Jaguar Land Rover officially changed its name to JLR, and the new logo was exposed

The automaker has plans to move rapidly towards electrification. We are informed that JLR's next-generation ELR electric SUV platform will become the base platform for Range Rover electric vehicles in 2025. On the Jaguar side, a new JEA platform will also launch in the same year for three new electric vehicles, including a four-door GT, which is said to be more powerful than any Jaguar car in history.

Professor Gerry McGovern OBE, Chief Creative Officer of JLR, said: "Key to our Reimagine strategy is the establishment of a brand house, a natural evolution to elevate and amplify the uniqueness of our distinctive British car brands. Our ultimate goal is to build a truly emotional experience for our customers that, over time, will build long-term high value for our brand and long-term sustainability for JLR. "