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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.

2020 Jaguar XE updated inside and out, diesel engine dropped

For the 2020 Jaguar XE sports sedan, less is more, at least in terms of powertrain offerings and trim levels. But the new, slimmer lineup adopts additional tech features, and the model also sees design tweaks inside and out. The diesel engine and the 3.0-liter V6 have been axed. The 247-horsepower 2.0-liter turbocharged Ingenium inline-four is the base engine. It's mated to an eight-speed automatic transmission and can be had with rear-wheel drive or all-wheel drive. This base engine's new model designation is P250, versus 25t previously. The step-up engine is the 296-hp version of the Ingenium 2.0-liter. Cars so equipped wear a new P300 badge, in place of the previous 30t. All-wheel drive is now standard with the 296-hp engine, and Jaguar claims a zero-to-60-mph time of 5.4 seconds for this powertrain. The exterior design tweaks include new bumpers front and rear, a reshaped rear valence, as well as new LED headlights and taillights. A wider grille with lattice mesh is supposed to draw the XE closer visually to the I-Pace EV. The previous thicket of trim levels — Premium, Prestige, R-Sport, S, Portfolio, and Landmark — have been pruned to just two: S and R-Dynamic S. Newly available is Jaguar Land Rover's InControl Touch Pro Duo infotainment system, which uses a second screen for climate control, flanked by two large knobs that can operate different functions (temperature, fan speed, and seat heating/cooling). The new rearview camera mirror eliminates blind spots, and wireless device charging has been added to the center console. Jaguar also has ditched the rotary shifter in favor of pistol-type shifter found in the F-Type and elsewhere, while surrounding it with a variety of controls, including a flipper switch to toggle among the car's different drive modes. A beefier steering wheel includes capacitive-touch switches. Newly designed seats, with standard leather, are claimed to be more comfortable, while redesigned door panels incorporate wider, softer armrests as well as increased storage capability. Base pricing climbs from $37,990 for the old rear-wheel-drive 20t to $40,895 (including destination) for the new P250. The AWD P250 is $42,894, while the P300 is $47,290. The 2020 Jaguar XE is on sale now. Related Video:

Jaguar Land Rover reveals EV concepts, details green strategy

While it offers diesel models and even a couple hybrids, Jaguar Land Rover isn't quite as fleshed out on alternative powertrains as its luxurious German rivals. That should change pretty soon. JLR revealed three concepts at the CENEX Low Carbon Vehicle event in Millbrook, England, today. The Concept_e "research demonstrators" all use a new electric drive module, an EV system that the Indian-owned, British-based outfit claims will double the power and torque of today' electric motors. JLR says these modular EDMs can be paired with any of the company's engines or transmissions to create either a mild hybrid, a plug-in hybrid, or a pure EV. So yeah, this is kind of a big deal. Arguably the most exciting offering is a one-of-a-kind research vehicle. Riding on JLR's aluminium aluminum architecture, it ties together two electric motors – an 85-kW unit with a single-speed trans on the front axle and a 145-kW rear motor that's been mated to a two-speed transmission – with a 70-kWh li-ion battery that's mounted in the underbody of the car. There's also the Concept_e MHEV. This is a Range Rover Evoque that's been fitted with a mild hybrid system. Just a refresher, but a mild hybrid is very different than what's found in either a Chevrolet Volt or Toyota Prius, as it uses the electric motor and battery pack to simply assist the internal combustion engine, rather than for an electric driving mode. Reflecting that use, this particular Evoque uses a 15-kilowatt electric motor and a 48-volt, lithium-ion battery pack alongside a 90-metric-horsepower diesel-powered prototype. Finally, we have a Range Rover Sport-based plug-in hybrid. This brute uses a 300-metric-horsepower prototype gas engine and an eight-speed automatic alongside a 150-kilowatt electric motor. Energy is stored in a trunk-mounted, 320-volt, li-ion battery back. Partially funded by the British government, the EDMs are the result of a 16.3-million-pound ($25-million) research-and-development program. They're built in house by JLR, but were developed alongside 12 partners. While these concepts are exciting, don't get your hopes up to see a plug-in Jaguar XF or an all-electric Discovery Sport in your local dealer any time soon. "This is a long-term Jaguar Land Rover research project exploring all aspects of future hybrid and battery electric vehicle technology," JLR research and design boss Dr. Wolfgang Epple said in the attached statement.