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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.

Take a trip down Jaguar's memory lane with Xcar

For decades, Jaguar has been a company of two minds. On one hand, there are its luxurious, British saloon cars. They might be quick, even sporty, but when it comes down to it, they usually put a focus on comfort and accommodations above all. On the other hand, Jag has its sports cars to really get its buyers' blood pumping. Think about it: the XJ might look pretty sweet, but you know deep down that you would rather take the F-Type for a spirited drive, reveling in its snorty exhaust note. In its latest video, Xcar Films takes us on a very enjoyable history lesson covering some of the Brit brand's most exciting models ever.
Xcar hits all of the highlights, starting with the often-overlooked C-Type from early '50s with its somewhat bulbous shape. Things then progress to the drop-dead gorgeous D-Type. The one in this video is actually the first ever made and therefore worth a fortune. Because of that, the host isn't really able to get too aggressive, but it's fantastic to get an idea of what it's like to experience being behind the wheel of this icon. Finally, it ends with a Series 1 E-Type. This was when the classic model was still something of a sports car; instead of the grand tourer that the E-Type became in its later days.
All three of these cars are legends in their own right, and maybe one day the F-Type could be too. Scroll down for a history lesson on some of Jaguar's best sports cars.

2021 Jaguar F-Pace First Drive Review | A jam-packed update with a lot to like

As one of Jaguar’s top-selling models, the F-Pace serves as an unofficial ambassador for the brandÂ’s lineup as a whole. Its rather dramatic 2021-model-year makeover coincides with an effort by Jaguar (and sister brand Land Rover) to significantly overhaul its product offerings in an attempt to adjust to changing customer tastes. Consequently, the list of updates to the 2021 F-Pace reads like what youÂ’d expect from a complete redesign, rather than a mere mid-cycle refresh. To give you an idea of how dramatically Jaguar is streamlining its offerings, consider this: In 2020, Jaguar sold 12 variants of the F-Pace. Starting in Â’21, that drops to five: P250, P250 S, P340 S, P400 R-Dynamic S and the top-dog SVR. We say the 2021 model year, but thanks to COVID and the resulting supply disruptions, the timelines went a bit wonky. In just a few weeks, Jaguar will have 2022 models hitting showrooms. With the exception of the SVR, each model in the F-Pace lineup is named for its approximate power figure (in PS, because it has to be a little quirky for the American audience, right?). P250 models come with a turbocharged four-cylinder making 246 horsepower and 269 pound-feet of torque. The P340 and P400 R-Dynamic S utilize Jaguar Land RoverÂ’s new 3.0-liter, 48V mild-hybrid inline-six. The P340 offers 335 hp and 354 lb-ft, while the P400 R-Dynamic S packs 395 hp and 406 lb-ft of torque. The SVR gets a supercharged 5.0-liter V8 with 550 horses and 514 lb-ft. All engines are coupled to an eight-speed ZF automatic transmission and rear-biased all-wheel-drive system. Unlike JaguarÂ’s sedans and coupes, its crossovers arenÂ’t offered in RWD form. While the F-Pace received a handful of styling tweaks for 2021, the most noteworthy changes are inside. Just about everything in the cabin is new or updated, from the dash to the center console and even the steering wheel. The new design is more angular, with horizontal lines replacing some of the sweeping curves found in the 2020 edition. At the center of all this is JLRÂ’s updated Pivi Pro infotainment system, which is much prettier, snappier and easier to use than the one it replaces. Speaking of replacements, Jaguar chucked the F-PaceÂ’s rotary gear selector in favor of a more conventional shift knob – a welcome reversion, and one that is happening throughout the JLR portfolio. Elsewhere, the interior looks clean, sharp and upscale, but weÂ’d shop short of calling it characterful.