Auto blog

Jaguar Land Rover is going to call itself 'JLR' and spin off brands

Embracing the current popular philosophy that less is more, the executives at Jaguar Land Rover plan to officially rename their company “JLR” and to create a new “house of brands” that will emphasize name equity and refocus its vehicle offerings. In simple terms, the British-based, India-owned company will split into four separate brands: Range Rover, Discovery, Defender and Jaguar. While this shift may appear to be essentially a function of marketing and dealership bookkeeping, the over-arching reason is to give some of the brands more visibility. Details of the plan, which would reconfigure showrooms in Britain into discrete brand footprints, were discussed this week at a presentation by JLR CEO Adrian Mardell. “The reality is Range Rover is a brand and so is Defender,’” said creative officer Gerry McGovern. “Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesnÂ’t give it. We love Land Rover, but there isn't as much equity as Range Rover, and Defender is increasing massively.”  Underlying the effort is plans to reinvent Jaguar as an electric-only luxury brand, Mardell said that this was “unfinished business” for him since he joined Jaguar 32 years ago. “The Jaguar of 32 years ago is where weÂ’re going back to and the right place for us to be." He further acknowledged that JLR had been “quiet” recently in the face of semiconductor chip shortages, but allowed that that situation was easing at his company.

Jay Leno's Garage features funnyman's 1963 Jaguar E-Type

Jay Leno looks inward on this episode of his eponymous garage, checking out a 1963 Jaguar XKE that he bought earlier this year. It is an example of his favorite kind of car, that being original and unrestored. He bought the E-Type from its first owner, a woman who purchased it new, held on to it for 50 years and took excellent care of it. Having never been in an accident, Leno says even the paint is 85- to 90-percent original.
In the video, the XKE sits in front of two heavily modded XK120s and another '63 XKE, but Leno said all he's done - and all he plans to do - is clean it up and put on a modern set of wire wheels for safety.
He's not on any junket and there are no guests, it's just a guy talking about an object dear to his heart. If you need a refresher on the excellent genes of the new F-Type, check out the video below.

550-hp Jaguar F-Pace SVR revealed ahead of New York Auto Show

"I love this car." So said Jaguar designer Ian Callum, quite genuinely, as the Jaguar F-Pace SVR drove onto the stage at the company's new headquarters in Mahwah, N.J. Despite accepting and even embracing Jaguar's decision to produce SUVs, it's quite obvious (because he says so repeatedly) that Callum is still a guy with a lust for high-powered sports cars. The F-Pace SVR melds these two elements to create something he gleefully describes as "ridiculous." Boasting Jaguar Land Rover's now-familiar supercharged 5.0-liter V8, the SVR produces 550 horsepower and 502 pound-feet of torque. Jag estimates it'll hit 60 mph in 4.1 seconds and a top speed of 176 mph, which will make it one of the quickest and fastest SUVs on the road when it arrives in dealerships this summer. View 15 Photos It's not just the big engine, however. Upgraded mechanical improvements and enhancements include stiffer springs, wider and lighter forged alloy wheels (21- or 22 inches), bigger brakes (15.5-inch front, 15.6-inch rear), an electronic active rear differential, a variable active exhaust that's 14.5 pounds lighter than the standard one, and specially tuned software for the adaptive suspension, electric steering, eight-speed automatic, all-wheel drive and Dynamic Driving Mode. Callum's team also massaged the aerodynamics with larger air intakes, rear bumper side strakes, and fender vents that lower pressure in the wheel arches to reduce lift and increase cooling. A unique hood features vents designed to, well, vent hot air from the engine compartment. There are also wheel arch extensions and lower body moldings to create a more muscular appearance, while the rear sees fat quad tailpipes that one would assume should bark and burp like any good Jaguar SVR. Inside, there are thinner, light-weight sport seats done up in snazzy quilted leather. The rear seat also gets sportier seats with a similar fixed headrest design as those up front. The pistol-like sport gear selector shifter, as used in the Jaguar F-Type, replaces the standard rotary shifter design. It still takes up way too much room on the center console. Pricing starts at $80,985. One would assume Mr. Callum will gets his for less than that. Related Video: