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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.

With a new Jaguar and the Shell app, your car can pay for its own gas

Contactless payments are making their way into the car. Jaguar and Shell have the first major rollout, allowing you to pay for fuel through the car's touchscreen. Of course you'll still have to get out of the car to actually pump the fuel into the car, but hey, progress, right? Apple Pay and PayPal will be available payment methods from the start, and Android Pay will be added later. For this all to work, you'll need a new Jaguar (or Land Rover) with the InControl infotainment system, a connected phone with the InControl app and Shell app, some space in your tank, and some electronic money. When you pull up to a Shell station and launch the Shell app through the touchscreen, the car will use geolocation to figure out which station you're at and then prompt you to enter the pump number you're next to (don't want to pay for someone else's fuel now do you?). Once that's done, you tell the system how much fuel you want (it's not clear if you can just fill the tank like most normal people do) and then the screen in the car shows you a receipt; one is also sent to you via email. While this might just seem like trading one screen for another and entering info through your car instead of at the pump, contactless payments also have an added level of security over pulling out a credit card. (Credit card skimmers, which steal card data when you go to swipe at a kiosk or ATM, have been popular at gas stations.) It will also be welcome in the winter months, when you can limit your exposure time. Plus you'll never again have to respond to this incomplete sentence, which greets us at Shell stations everywhere: "Is this debit card?" InControl is available on every Jaguar and Land Rover model. And if you get this Shell app working on an F-Pace with the Jaguar Activity Key, you'll have the latest in minimal-touch technology. The system will roll out to people in the UK first and should arrive in the US later this year. Related Video: Jaguar Land Rover Technology Smartphone Luxury shell paypal

Jaguar Buys World's Largest Collection Of British Classic Cars

This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Jaguar's Special Operations division announced today it has bought the world's largest collection of classic British cars. The 543 cars had belonged to wealthy dental entrepreneur Dr. James Hull, who sold the entire collection to the British automaker for $170 million dollars. Jaguar scored 130 of its own vehicles in the lot, including a XK, SS, C, D and E-types, XJ as well as a few rare Land Rovers, according to Road & Track. The division that bought the cars is not only responsible for the heritage museum, but also for special projects. Special Operations finished the 18-car run of the lightweight E-types, albeit 50 years late. Jaguar plans to use the cars as promotional pieces to highlight the history of the brand, according to Cars UK. Related Gallery Retro Features Car Shoppers Still Want