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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.

Jaguar Heritage to auction off part of its classic-car collection

A few years back it was reported that Jaguar Land Rover had purchased the James Hull classic car collection in its entirety. The collection is beyond significant, as it was at the time of sale the biggest single collection of British cars in the world and the largest private car collection in the UK. Consisting of 543 cars, it ranged from the mundane to the obscure, including some extremely rare prototypes. There were 130 Jaguars, for example, from the C-type to the D-type to the XKSS. When the cars were put up for sale in 2014, the asking price was a not-insubstantial $170 million. JLR didn't reveal how much it spent to buy the cars, but now it seems the carmaker is about to recoup some of those costs. At least 50 cars from the collection will be sold by auction house Brightwells, as part of the Affordable Classics at Bicester sale on March 21; some reports have said JLR would be eventually offloading as many as 100 cars. Looking at the listing, there are some definite gems in there. Not all cars are British, as there are Citroens, Mercedes-Benzes, a Fiat and a Goggomobil. Jaguars and Land Rovers are notably absent from Brightwells' listing, which we take as a clue that the sale will consist of cars not crucial to JLR's wellbeing and heritage. That said, for a lover of British cars there's a possibility to grab something truly interesting: For example, the Reliant Scimitar Ferguson 4x4 Prototype must be worth preserving. A 4WD pioneer also known for Massey-Ferguson tractors, Ferguson fitted its system in Jensens as well as a prototype 4WD Mustang in the 1960s. The fiberglass-bodied Reliant sports car is an interesting sidenote in Ferguson's history. Then there's a Vauxhall Chevette 2300 HS, which is a veritable rally-bred RWD hot hatch in comparison to the American market Chevrolet Chevette, its distant relative. On the hot hatch front, there are also Metro and Maestro turbos, which offer plenty of poke in a light, boxy body. Or if you view the internet's popular "Worst Cars Ever Made" lists as shopping lists, you could build your own collection of slightly dodgy cars: Start with the unfortunate-looking Vanden Plas Allegro, continue to the malaise-tastic Morris Ital Camper, and finish it off with a late-model Lada Riva wagon from the mid-1990s. Some cars are in tip-top shape, and some are best seen as restoration projects, like the very pretty Borgward Isabella coupe from 1960.

Jaguar's XF diesel isn't just fuel efficient, it's the cheapest XF available

Jaguar announced the 2017 Jaguar XF will now offer the 2.0-liter turbocharged diesel the company introduced on the XE. In addition to returning an impressive 42 miles per gallon on the highway and 31 in the city, the diesel is the cheapest XF available at $48,445. This means that picking the oil-burner will save you $3,040 over the cheapest gas V6 version, which only manages 29 mpg on the highway and 20 in the city. With 180 horsepower, the diesel is significantly down on power compared with the base V6 model. As a result, the diesel moves slower. Jaguar estimates the base V6 is good for a 5.2-second 0-60 time and the diesel should be able to do the same in 8 seconds. However, that's the only real downside. Even with the slower acceleration times, the diesel still has a very usable 317 lb-ft of torque available from 1,750-2,500 rpm. Based on our test drive of a diesel-equipped XE, the engine also breaks the old diesel stereotypes. It's both quite smooth and responsive. Unless you seriously need that straight-line performance, the Jaguar XF diesel arguably makes the most sense. It provides significant price savings and better fuel economy. The diesel XF also joins the XE and F-Pace diesels, leaving just the XJ and F-Type as the only Jaguars without compression-ignition engines. The British automaker is planning to remedy that, as a Jaguar Land Rover executive said the company plans to also add a diesel XJ variant in the US, even in the wake of the VW diesel scandal. Related Video: Related Gallery 2016 Jaguar XF: Review View 24 Photos Image Credit: Jaguar Land Rover Green Jaguar Diesel Vehicles Luxury Sedan jaguar land rover ingenium