2011 Land Rover Range Rover Supercharged Sport Utility 4-door 5.0l on 2040-cars

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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 may join the FWD, small-car parade

Was it right for Chevrolet to detune the 1975 Corvette's base engine to 165 horsepower? Was Aston Martin wrong to make the Toyota iQ-based Cygnet? Is BMW crazy to be testing the new 1 Series with three-cylinder engines and front-wheel drive? It seems now, just as in the 1970s and 1980s, that emissions regulations and social considerations are driving some automakers to adopt unbefitting practices to maintain acceptance in the eyes of governments and consumers. Jaguar has jumped on the bandwagon, and is considering development of small, frugal, front-wheel-drive cars to help lower Jaguar Land Rover's average vehicle CO2 levels in light of tightening European emissions regulations, Autocar reports.
By 2020, the European Union expects the model range of every manufacturer to average 95 grams per kilometer, which is a new law passed by the European Parliament in April. Manufacturers who make more than 300,000 vehicles per year must meet these targets, and JLR is expected to be producing up to 700,000 vehicles per year by then. CO2 regulations after 2020 will only get stricter, as EU politicians already are talking about lowering CO2 levels to between 68 g/km and 78 g/km. (To put that in perspective, Autocar posits that driving a fully charged electric vehicle in Europe produces about 75 g/km when factoring in the power-generation infrastructure.)
Jaguar has some choices here, but so far they all have drawbacks. It could develop a new, compact chassis architecture for a line of compact vehicles, but the investment required for such a project could be prohibitively expensive. Jaguar has been looking into using the Land Rover Evoque platform for a small SUV, Autocar reports, but Land Rover brand manager John Edwards raises issue with such a plan, saying it may not be financially feasible.

Range Rover versus Mercedes-Benz: Which makes a more appealing SUV?

From time to time — truth be told, all the time — the Autoblog staff enjoys a good debate on the merits and demerits of the cars and trucks we drive each week. This week, we spent some time in a brand-new Land Rover Range Rover Supercharged SUV, a model some of us think sits at the pinnacle of the luxury utility vehicle segment. Others disagree. The following is a real-life online debate that took place over the course of a few hours. Have a read, and feel free to take sides. There's a poll at the end so you can make your voice heard. Consumer Editor Jeremy Korzeniewski: Strange as it may sound, Jeremy Clarkson and I have a few things in common, most obvious of which is that we share a given name. But we also both love cars so much that we decided to turn our automotive passion into a career — with varying degrees of success, of course — and we both have come to realize over time that there's no point in trying to topple the Land Rover Range Rover as the world's best luxury off-road utility vehicle. Thing is, this universal truth isn't quite as universally shared as I think it should be. In fact, my esteemed colleague Alex Kierstein believes that Mercedes-Benz makes the most desirable four-wheel-drive off-road vehicles. He's clearly wrong, but I feel obligated to let him explain his choice, though it won't go without a rebuttal. Senior Editor Alex Kierstein: That's correct, and so am I in this regard. I'm sorry, Jeremy, but it's an irrefutable fact that Mercedes-Benz is doing the best interiors in the business now. And the interior is where you're going to spend most of your time, at least when the thing's running. The Range Rover's interior simply isn't as special, and frankly it'll be in the shop enough that you won't enjoy it. Now, stepping into pretty much any contemporary Mercedes sedan interior is a "wow" moment. They seem special — posh, exclusive, luxurious. The SUVs, all older vehicles coming due for total redesigns at some point in the future, are lagging a bit, but it's still a premium and upscale experience. Especially since performance is almost academic at this point. Anything in this class is going to be powerful, almost absurdly so. So why not go for the one that makes you feel like royalty, rather than your mechanic? JK: I just want to point out that it was you who brought reliability into this discussion.