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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.

2019 Jaguar I-Pace gets official 234-mile range rating

The 2019 Jaguar I-Pace is officially rated to travel as far as 234 miles on a single charge of its battery pack. That's down slightly from the 240 miles initially promised when the slinky electric crossover was first unveiled here in the States. And, while it's roughly equal to the base version of the Tesla Model X, that's not exactly an apples-to-apples comparison. Quoting maximum electric range without considering the capacity of a car's battery pack is the same as quoting the maximum driving range of a gasoline-fueled vehicle without considering how many gallons of gas the tank holds. The I-Pace's battery pack is rated at 90kWh. The Model X's smallest pack is 75kWh. So the Tesla can go about the same total distance as the Jaguar using significantly less energy. It's not just Tesla that boasts greater efficiency figures than the Jaguar. Chevy manages to eke 238 miles out of the Bolt EV's 60kWh battery pack, and Hyundai gets 258 miles from the Kona Electric's 64kWh pack. These vehicles certainly don't all play in the same market segments, and there are a lot of variables to consider. For instance, the Jaguar's 4.5-second 0-60 rating is quicker than the Model X's 4.9-second rating, and its advertised power output of 394 horsepower and 512 pound-feet of torque is higher than Tesla's for the 75D (though Tesla's actual power numbers aren't really advertised in traditional hp and lb-ft figures). But even if cars like the Model X, Chevy Bolt, and Hyundai Kona EV aren't directly comparable across the board, their range and battery capacity figures do help us understand the relative efficiency of each specific vehicle. The efficiency of electric vehicles rated by the EPA is expressed as a MPGe (miles per gallon equivalent) figure. The 2019 Jaguar I-Pace's figures of 80 city, 72 highway, and 76 combined MPGe don't compare favorably with the Tesla Model X's 91 MPGe city, 95 MPGe highway and 93 MPGe combined ratings. It'll be interesting to see how much EV buyers care about the Jaguar's comparatively poor MPGe ratings, but they will definitely have an impact in the real world. In practical terms, what all of this means is that the Jaguar I-Pace is going to use more electricity per mile than the Tesla Model X. And that means it's going to cost more to drive the same distance in the Jag when compared to the Tesla, or just about any other modern long-range EV that's currently on the market. Related Video: This content is hosted by a third party.

We should probably call this the Jaguar Fast Pace

Jaguar appears be working on a high-performance R variant of its slinky F-Pace crossover. But, it has done an excellent job of hiding that in these spy shots. There really are no visual indicators that this test car is anything special. The lights, grille openings, and even exhaust all appear to be standard-issue F-Pace. According to the spy photographer, what doesn't come across is the sound of the crossover, which he reports is quite loud, thus this strongly sounds like the F-Pace R. We expect at least 500 horsepower, and the ute could borrow the V8 from the F-Type R, or run a new, tuned-up version of the V6. We would lean toward the F-Type R V8. Since that engine has also been used in the performance version of the XF, which shares other powertrains with the F-Pace, it would likely be the easiest to drop into the crossover. We also aren't sure when this fast-paced F-Pace will come to market, but the wait probably won't be too long. Related Video: Featured Gallery 2019 Jaguar F-Pace R View 12 Photos Image Credit: CarPix Spy Photos Jaguar Crossover Performance jaguar f-pace