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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 shows off production XE body in camo

Jaguar turned to Twitter and Facebook to reveal the production form of its coming XE sedan that we'll see for real at the Paris Motor Show. This is the first of a series of show-offs, Jaguar planning to wrap the bodywork in see-through camo that shows off the aluminum monocoque and other internals the company will use to promote the XE over its German rivals. That aluminum structure, which Jaguar calls iQ[Al], will also be used for other Jaguar and Land Rover vehicles.
Underneath that long bonnet and ahead of that terribly short trunk will come a series of Ingenium engines, the 2.0-liter turbocharged four-cylinder engines in diesel and petrol forms that will come in a variety of power options, and the 3.0-liter supercharged V6 that can also be found in the F-Type. Before the XE goes on sale early next year, you can click the image above to get a slightly larger view of what the The Leaping Cat's near future looks like.

2021 Jaguar XF First Drive Review | The final saloon to wear a Leaper?

The 2021 Jaguar XF has arrived. After a series of pandemic-related delays, Jaguar Land Rover’s latest models have finally started appearing stateside, ready to find their way into the waiting hands of buyers thirsting for options after a year of economic uncertainty. Like just about everything else in the Jaguar lineup, however, the XF was also subjected to a dramatic tidying-up for the 2021 model year that leaves it cheaper, simpler and, sadly, quite a bit less exciting. While JaguarÂ’s crossovers get new powertrain options as part of a simultaneous future-proofing effort, the big upgrade for the 2021 XF is an overhauled cabin. Just about every visible component in the XFÂ’s interior is new for 2021. The 11.4-inch Pivi Pro infotainment system gets a swanky new magnesium frame to go with its complete software overhaul. The new system plays nicely with Android Auto and Apple CarPlay and is capable of over-the-air updates. Jaguar has also added a number of standard features including proximity entry, wireless phone charging, active noise cancellation, a surround-view camera system and a 12-speaker Meridian sound system, all for $45,145.00 – about 10 grand cheaper than a base Audi A6, Volvo S90, Mercedes E-Class or BMW 5 Series. ThereÂ’s bad with the good, however. In case you missed it, the XF is now JaguarÂ’s only sedan, and the downsides donÂ’t end there for four-door fans. Jaguar not only got rid of its other sedans, it also pared down the XF to just a handful of variants. Wagon? Nope. Bigger engines? Nuh-uh. In 2020, Jaguar offered 10 different versions of the XF; this year, that number is three: P250 S RWD, P250 SE RWD and P300 R-Dynamic SE AWD. Helpfully, Jaguar names its models for their engine output figures (in PS, not HP, mind you). The P250 variants make 246 American horsepower and 269 pound-feet of torque and are offered exclusively with rear-wheel drive; the P300 R-Dynamic SE picks up another 50 horses and 27 lb-ft, along with an extra pair of driven wheels. Both utilize an eight-speed ZF automatic; both get the same size front and rear brakes. And thatÂ’s it. No six- or eight-cylinder variants. If you want more fun, look into an F-Pace. Welcome to 2021. If you were hoping for a redeeming description of a slimmed-down, lightweight XFÂ’s sporty driving dynamics right about now, sorry, youÂ’re not getting that either.