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.

Jaguar builds F-Type to support Tour de France team [w/video]

The Tour de France is typically a two-wheeled affair, dominated by cyclists yearning to capture the prestigious yellow jersey. While the 2014 event winds its way through Europe, Stage 20 will see an altogether different conveyance wind along the route between Bergerac and Périgueux - the Jaguar F-Type Coupe.
As part of its partnership with the British cyclists of Team Sky, Jag has enlisted its new Special Operations division to build a one-off F-Type Coupe, based on the 550-horsepower, supercharged R model.
SpecOps has removed the rear glass and come up with a creative solution to mount a pair of Team Sky's racing cycles in the back. Aside from that upgrade, the cabin boasts new upholstery in the colors of Team Sky's traditional livery. A separate power supply has been established below the bikes in what's left of the trunk, which provides juice for a set of radios and microphones, so that the team's director can communicate with the riders.

Jaguar XE SV Project 8 takes Laguna Seca production sedan record

Jaguar has claimed another Laguna Seca record with Randy Pobst at the wheel. This time around, the Jaguar XE SV Project 8 became the fastest four-door sedan to lap the track, with a time of 1 minute, 37.54 seconds. The record follows the production electric car record set in late August with an unmodified I-Pace HSE, and it's also the fastest recorded Jaguar time on the track; the previous fastest Jaguar there was the 575-horsepower F-Type SVR. As it seems most Laguna Seca records have been set by Pobst, the previous four-door production sedan record was also his handiwork, in a Cadillac CTS-V. That time was about a second slower than the XE SV Project 8, at 1 minute, 38.52. The fastest Pobst time at Laguna Seca stands at 1:28.65, driven with a Dodge Viper ACR MkV. The Laguna Seca record isn't the first lap record claimed by the XE SV Project 8, as it took the production sedan honors at the Nurburgring Nordschleife in November 2017, with a time of 7 minutes, 21.23 seconds. Only 300 vehicles will be built, at the JLR Special Vehicle Operations facility in Coventry, England. The XE SV Project 8 hits 60 mph in just 3.3 seconds, thanks to its 591-horsepower, supercharged V8 engine, which propels it all the way to 200 mph. There are two versions available, a more road-suitable four-seater and a special Track Pack car with lightweight carbon fiber racing seats.Related Video: