The historic Land Rover disappears to make way for Range Rover, Discovery and Defender, three brands with specific strategies and markets.
After 90 years of history, the name of Land Rover officially disappears from the market. Following the example of other large companies such as Cepsa, which also changed their identity to adapt to the times, JLR (formerly Jaguar Land Rover) has launched a major rebranding strategy.
This change does not eliminate the brand’s emblematic models, but rather transforms it, dividing its range into three new identities: Range Rover, Discovery and Defender, which join Jaguar in the JLR conglomerate.
This movement is part of a strategy that JLR had announced last year, in order to specialize their brands and improve the perception of quality among consumers. The decision comes after reports of quality and reliability problems that led JLR to lose up to 100,000 potential customers in 2021according to information from the company itself.
Specialization and improvement in brand image
It is noteworthy that each of these brands has a clear focus on the market. Range Rover is presented as the “pretty girl” of the company, with the largest family and with the aim of competing in the luxury segment alongside firms such as Bentley or Rolls-Royce.
Defender stays true to its off-road rootswith versions for different body types such as the Defender 90, Defender 110 and the Defender 130. Finally, Discovery is positioned as the access brand to the JLR world, Oriented towards a family and versatile market.
In the short term, The range of vehicles remains the same, and so do their prices. For example, the Range Rover Evoque still has a starting price of 59,500 euros, while the iconic Range Rover It starts at 149,150 euros. However, JLR plans to launch new versions under these new brands, which could bring adjustments in the range and, eventually, in prices.
To promote this rebranding, JLR has launched a limited edition of the Defender Eivissa, with only six units, and also the new Defender OCTAwhich arrives like the top-of-the-range version and has 635 HP mild hybrid technology, plus advanced off-road capabilities. Its price exceeds 200,000 euros, marking a clear focus on the luxury and performance market.
Move towards electrification
The name change also reflects JLR’s commitment to electrification. Range Rover will continue to be the most exclusive range and is preparing for total electrification with the launch of Range Rover Electricits first fully electric model scheduled for 2025. To this end, the conglomerate will take advantage of its flexible modular MLA platform, capable of hosting thermal, hybrid or electric cars, thus adapting to market demands.
The commitment to specialization and rebranding It also responds to JLR’s objective of improving its profitability, something it has been achieving after the pandemic crisis. In 2022, the company reported an increase in sales of almost 22%, which translated into some net profits of almost 800 million eurosreflecting a good moment to undertake this ambitious plan.
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Paola Reyes Bohórquez. With information from Xataka.
