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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 Land Rover launches Pivotal subscription service

Two years ago, Jaguar Land Rover launched a subscription service in the UK dubbed Carpe. The program was effectively a 12-month lease with no deposit and no mileage limit, and an all-inclusive monthly payment covering insurance, tax, service, and repairs. For GBP910 ($1,134 U.S.) plus the cost of fuel every month, a subscriber could secure a Jaguar E-Pace at the bottom end, a payment of GBP2,200 ($2,741 U.S.) per month opening the doors to a Range Rover Sport. In between, the Range Rover Evoque cost GBP980, the Jaguar XE GBP1,200, the Range Rover Velar GBP1,255, and Land Rover Discovery GBP1,550. The numbers and customer feedback have encouraged JLR to turn Carpe into Pivotal, with new lease levels, terms, and restrictions. Instead of keeping a vehicle for 12 months, Pivotal subscribers pay GBP550 to join, then swap out every six months. Changing cars early incurs a GBP250 fee, or customers can request to stick with the vehicle they have beyond six months, but JLR reserves the right to switch out cars when necessary. Pivotal keeps tabs to the odometer, too — instead of unlimited driving, the program caps fee-free travel at 1,500 miles per month, 20 pence per mile after that. However, the FAQ section explains that "mileage is accumulative so do not worry if you do not use your full mileage allowance, the first month can be carried on into the next within a given vehicle."  Carpe's six levels have been reduced to four Pivotal tiers. Blue costs GBP750 ($934 U.S.) per month and offers access to the Jaguar F-Pace, Land Rover Discovery Sport, or Range Rover Evoque, clearly a much better deal than GBP910 for an E-Pace (and we like the E-Pace). Indigo runs GBP1,150 ($1,433 U.S.) for the choice of a Jaguar I-Pace, Range Rover Velar, or Land Rover Discovery. Violet, costing GBP1,350 ($1,682 U.S.), comes with just one vehicle for now, the Range Rover Sport. Same goes for Ultraviolet at GBP1,600 ($1,993 U.S.), which gets the Range Rover. The brand already has plans to expand the fleet with the new Defender, and plug-in hybrid versions of the Discovery Sport and Range Rover Evoque The only noted repair item not covered is windshield replacement, which carries a GBP150 deductible. The splashy rework in England comes shortly after Mercedes-Benz shuttered its Collection service here in the U.S. On trial for two years in Nashville, Philadelphia, and Atlanta, Collection couldn't get the traction Mercedes wanted.

2019 Jaguar XE SV Project 8 First Drive Review | Cat track fever

It doesn't take long for the cognoscenti to spot me. At stoplights, street corners, and parking lots, the 2019 Jaguar XE SV Project 8's swollen bodywork and park bench-sized tail attract the fanboys like iron to a magnet. My Velocity Blue tester is one of the few Project 8 cars in the States, and I can't remember the last modern Jaguar with so much head-turning charisma. If you're not up to speed, the Project 8 is Jaguar's surprise salvo into sedan madness. And Jag didn't half-ass it, either: it's Jag's biggest engine – a 592-horsepower, supercharged 5.0-liter V8 – stuffed into their smallest steed, the compact XE. Think Aston Martin V12 Vantage, AC Cobra 427, et al. Aiding downforce is a wing that delivers 269 pounds of downforce at 186 mph, so much that Jaguar had to reinforce the trunklid to prevent it from denting at high speeds. There's a flat underbody for reduced lift, and lightweight carbon fiber and aluminum body panels replacing all but the front door skins and roof. The purposeful theme is carried into the cabin, with snug racing buckets up front and seating limited to four. The boy racer cues bely some serious equipment. It's 68 lbs lighter than the next-lightest SE, the 380-hp S AWD supercharged V6. There's also a whole lot of tightening throughout, from the spring rates to the firmer engine mounts. In fact, the stiffening feels like it's been cranked to 11 – even in Comfort mode, the ride is taut and sometimes jarring, never quite feeling at ease enough. If you dig feeling every last ripple in the tarmac, it's wonderful, but anyone seeking a wallowy, coddling ride will find the Project 8 too much. The Project 8's razor sharp feedback begs you to drive on public roads like you're lapping Nardo or the Nurburbring – two of the circuits where the car was developed. But despite its legit origins, dicing such an overtly extroverted car through traffic can also be an enormous social liability. Go-fast sticker graphics? Check. Ginormous wing? Yep. Banana yellow brake calipers? Duh. This is weaponized transport for the street, enough to make the meekest driver look like he or she has something to prove. The Project 8's Alcantara-trimmed interior compliments the aggressive exterior, as do the snug-fitting seats, which use magnesium frames for weight savings (non-U.S. markets go a step further, with carbon fiber seats with four point harnesses). Squeeze the accelerator, and the XE responds with a shove and a snort even from low RPMs.