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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 to build 25 D-type racing cars to finish off 1956 production run

It's good to pick up where you left off, even if it's been more than 60 years. In 1956, Jaguar planned to built 100 D-type racing cars, but only 75 were completed. The missing 25 cars will now be built at Jaguar Land Rover Classic Works in Warwickshire, England, and they will all be built according to the original, authentic specifications. Customers can choose between 1955-style "Shortnose" cars and 1956-style "Longnose" versions; the prototype is of the latter specification. All of them will have the original six-cylinder XK engine, and they will come with a lot of Le Mans heritage, as D-types won the famous 24 hour race in 1955, 1956 and 1957. During their competition years, D-types were driven by such motorsport legends as Mike Hawthorn, Stirling Moss and John Fitch. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The newly built D-types will be the third continuation models from Jaguar's classic works. Earlier, they announced they were building nine XKSS cars to finish off a production run that was cut short by a 1957 fire, and in 2015 the division built six Lightweight E-Types. The XKSS itself was strongly related to the D-type, as originally it was based on unfinished D-types sitting around in the workshop after Jaguar temporarily retired from racing. As Jaguar Classic's Engineering Manager Kev Riches says of the continuation cars: "Each one will be absolutely correct, down to the very last detail, just as Jaguar's Competitions Department intended." No pricing details have yet been announced, but they will surely follow the D-type's official debut at the Retromobile classic car show in Paris this week. Related Video:

Jaguar's V8-powered F-Pace SVR gets quicker and meaner-looking for 2021

Jaguar is making several visual and mechanical changes to the F-Pace SVR for the 2021 model year. The modifications turn the SUV into a quicker, meaner-looking cat with an appetite for all things Cayenne-flavored. Power for the SVR still comes from a supercharged, 5.0-liter V8 rated at 550 horsepower, but its torque output increases from 502 to 514. Although that's not a drastic improvement, it's enough to lower the SUV's zero-to-60-mph time to 3.8 seconds (three-tenths of a second quicker than before), and to raise its top speed from 176 to 178 mph. Jaguar also gave the F-Pace the XE Project 8's torque converter, and a Dynamic Launch function that relies on driveline inertia to ensure the power flow to the wheels isn't interrupted when the transmission shifts. Revised suspension components and a retuned steering system complement the driveline tweaks. Engineers also developed a recalibrated braking system with an electric booster that improves stopping performance. All-wheel drive and an eight-speed automatic transmission linked to shift paddles continue to come standard. Stylists made subtle visual changes that add up to give the F-Pace a cleaner, sharper design while reducing drag by 35%. Up front, the hood now stretches all the way to the edge of the grille, the headlights gain two individual strips of LED accents, and the trim around the air dams on the lower part of the bumper has been reshaped. Out back, the lights ditch the hemisphere-shaped insert -- a nod to the F-Type -- for a completely horizontal design. The nip-and-tuck is aligned with the one Jaguar performed on the non-SVR variant of the F-Pace. In 2020 more than ever, technology is the yardstick used to measure luxury cars, so Jaguar invested a significant amount of time and money into making the SVR smarter and more connected. It added a 12.3-inch high-definition touchscreen for the Pivi Pro infotainment system, the ability to receive over-the-air software updates, a wireless device charger, and active road noise cancellation technology, among other features.  As the flagship of the F-Pace family, the SVR needs to look and feel suitably posh inside, and our time behind the wheel of the outgoing model suggests that wasn't always the case. Jaguar tells us it addressed this shortcoming. The 2021 SVR's interior gets a split-rim steering wheel, a redesigned center console with more storage space and a shorter gear selector, plus a new-look climate control panel.