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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.

2019 Jaguar XJ Collection Special Edition is a 300-unit curtain call

The current 2019 Jaguar XJ is effectively a lame duck, as we have previously reported production ended in July, 2019, and a new all-electric model is on the way. But before it's sent into the archives, Jaguar designed one last special-edition variant to celebrate the luxury sedan. It's called the XJ Collection Special Edition, and it's limited to 300 examples exclusively for the U.S. market. Matching the car's personality, the overall package is quite low-key. The exterior of the XJL can been draped in Yulong White, Santorini Black or British Racing Green (the obvious choice) and wears 20-inch five-spoke wheels with a satin gray finish. A "Collection" badge on the rear deck lid signifies the limited nature of the vehicle. The white or black models can be paired with Ebony/Ebony or Mineral/Ivory interiors, while the Green models can only be paired with an Ebony/London Tan interior. All examples will have door paneling in a gloss rich oak veneer with exclusive linear laser inlay. Jaguar also used "XJ Collection" branding on the metal tread plates, and an "XJ Collection One of 300" "intaglio" tags the dashboard. All 300 units start with the rear-drive long-wheelbase XJL Supercharged. That means all 300 have 470 horsepower and 424 lb-ft of torque, so its sleeper status remains. The XJ Collection Special Edition lists at $86,025, including destination.

Watch a Jaguar tow a man on skis to 117 mph

Jaguar wagons are fun. Skiing is fun. Combine the two, and you get the above, which looks extra fun. Apparently there is a Guinness world record for top speed skiing while being towed by a vehicle. According to the video, that record was just under 70 mph. While we're not experts on high-speed skiing, that actually seems a little low, and so did Jaguar and Olympic skier Graham Bell. So Jaguar and Bell went to an undisclosed location in the Arctic Circle to break the record. Jaguar brought along an XF S Sportbrake, a 380-horsepower wagon that is now available in America (yay!). They hooked up a line to the back, Bell suited up, held on, and rode along to a final speed of about 117 mph, a full 47 mph faster than the last record. Frankly, we found this to be a pretty cool activity (no pun intended). We think maybe it should be considered for a new Olympic sport. Sure would be better than ice dancing. It could look something like the Bonneville Speed Week, with a big multi-mile stretch of snow to be towed along. Think about it, International Olympic Committee, you still have time before the 2018 Winter Olympics. Related Video: Image Credit: Jaguar Jaguar Wagon Luxury Videos jaguar xf sportbrake skiing