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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.

BMW and Jaguar Land Rover to jointly develop electric car tech

FRANKFURT – BMW and Jaguar Land Rover on Wednesday said they will jointly develop electric motors, transmissions and power electronics, unveiling yet another industry alliance designed to lower the costs of developing electric cars. Both carmakers are under pressure to roll out zero-emission vehicles to meet stringent anti-pollution rules, but have struggled to maintain profit margins faced with the rising costs of making electric, connected and autonomous cars. "Together, we have the opportunity to cater more effectively for customer needs by shortening development time and bringing vehicles and state-of-the-art technologies more rapidly to market," said BMW board member Klaus Froehlich. BMW and Jaguar Land Rover said they will save costs through shared development, production planning and joint purchasing of electric car components. Both companies will produce electric drivetrains in their own manufacturing facilities, BMW said. The BMW Jaguar Land Rover pact comes as rivals FiatChrysler and Renault explore a $35 billion tie-up of the Italian-American and French carmaking groups. Nick Rogers, Jaguar Land Rover's engineering director said, "We've proven we can build world beating electric cars but now we need to scale the technology to support the next generation of Jaguar and Land Rover products." BMW was in talks with rival Daimler about developing electric car components but was also in discussions with Jaguar Land Rover, a company it once owned, to explore an alliance on engines. BMW already has a deal to supply an 8 cylinder engine to Jaguar Land Rover. Carmakers are increasingly open to sharing electric car parts because the technology is expensive and because customers no longer buy a car based on what engine a vehicle has. "Carmakers are much less precious about sharing electric car technology because it is much harder to create product differentiation with electric car tech. They all accelerate fast, and everybody can do quality and ride and handling," according to Carl-Peter Forster a former chief executive of Tata Motors and a former BMW executive. Jaguar Land Rover is still run by former BMW managers, including Ralf Speth the company's chief executive who spent 20 years at BMW prior to joining JLR, and Wolfgang Ziebart, the engineer who oversaw Jaguar's I-Pace electric car program, who is a former head of research and development at BMW.

Editors’ Picks October 2022 | Electric trucks and some excellent SUVs

This month sees a bevy of totally new or totally redesigned cars gain Editors’ Pick status. Important EVs like the F-150 Lightning and GMC Hummer EV quickly jump into the list, and they do so with authority, as all our editors love these trucks. The Range Rover is always a superb experience, and this generation proves to be no different. Plus, the new generation of Kia Sportage continues to surprise and impress. In case you missed our previous Editors' Picks posts, hereÂ’s a quick refresher on whatÂ’s going on here. We rate all the new cars we drive with a 1-10 score. Cars that are exemplary in their respective segments get EditorsÂ’ Pick status. Those are the ones weÂ’d recommend to our friends, family and anybody whoÂ’s curious and asks the question. The list that youÂ’ll find below consists of every car we rated in October that earned an EditorsÂ’ Pick. 2022 GMC Hummer EV The Four-Wheel-Steer system lets the 2022 GMC HUMMER EV Pickup m View 17 Photos Quick take: The Hummer amazes as an electric supertruck with its wild acceleration, incredible off-road capability, luxuriousness and epic utility. It's far from a "green" eco-friendly vehicle, but that's not the point of this technological powerhouse. Score: 8.5 What it competes with: Rivian R1T, Ford F-150 Raptor R, Ram 1500 TRX Pros: Stupid quick, tons of tech, off-road capability in spades Cons: Not efficient, annoying in tight spaces, price From the editors: Road Test Editor Zac Palmer — "I don't think I've driven a more ridiculous vehicle this year, but that's sort of the point with the Hummer. There's a great argument against this sort of EV in that it doesn't live up to being an efficient and planet-friendly vehicle, but hey, that's not the point. The Hummer EV is a supertruck and wild technological masterpiece for off-roading in the same way that a mid-engine supercar is to track performance. It's not meant to be the EV everybody drives to work and back (mostly because few can afford it), but it serves as a line in the sand of what can be done with electric off-road trucks. This pickup rules, and if you can afford one, you're going to love it." Senior Editor, Green John Beltz Snyder — "This Hummer revival is a showcase of technology and capability on the part of GM, making it an absolute blast to drive and a joy to use.