Quiet, Land Rover says goodbye to us as a car brand, but its range will continue on the market. The difference is that now each model will be included within its surname. This strategy is part of the British firm’s ‘Reimagine‘ plan, which seeks to become the first electric luxury brand by 2030 and wants to get away from the bad press that its mechanical failures have given it in recent years.
As the automaker itself noted in 2021, this has caused it to lose nearly 100,000 potential customers. The new strategy, which will be developed over the next five years, will involve an investment of around 17 million euros at the exchange rate and will involve the complete remodeling of the company. This includes everything from the aforementioned name change to the remodeling of factories.
How is the Land Rover range?
As the creative director of JLR pointed out, Professor Gerry McGovern«The new House of Brands formation is central to our Reimagine strategy, which is a natural evolution, aiming to elevate and amplify the uniqueness of our characterful British brands. Our ultimate ambition is to create truly emotionally engaging experiences for our customers.«.
He further stated that “These changes, over time, will generate high long-term value for our brands and long-term sustainability for JLR«. JLR It will now be the matrix, under which we will find the marks Jaguar, Defender, Discovery y Range Rover. These sub-brands will integrate the already known models, such as the Defender 90, 110, 130 y OCTA; los Jaguar XE y XF; oh go Discovery y Discovery Sport.
Do the new JLRs maintain their style?
Yeah, Defender will continue to represent the brand’s off-road experience, Range Rover the luxury and know-how of the house, and Discovery la practicality and versatility. Basically, JLR seeks to strengthen its electrification plan and further specialize its range to compete in different market segments.
In this sense, Range Rover seeks to compete with the high-end like Bentley o Rolls-Royce with his flagship ship; Discovery will become the access brand to the premium segment where the BMW X5 y Audi Q7; y Defender will remain as the mid-range, with a strong presence off the asphalt to compete against the Jeep Wrangler, Ford Bronco o Toyota Land Cruiser.
