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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.

2019 Jaguar F-Pace adds technology, gets to keep all its engines

Jaguar recently revealed a lightly refreshed XE sports sedan with a more modern interior and technology, but it also lost its V6 and diesel engine options. That led us to believe the same might happen to the updated 2019 Jaguar F-Pace, but instead, it gets a lighter update inside and both the diesel four-cylinder and supercharged V6 engines stick around for another model year. While styling stays the same, the technology updates for the 2019 F-Pace are welcome. All F-Paces get a bigger 10-inch infotainment display, and the system itself has updated graphics from the I-Pace electric car. Apple CarPlay and Android Auto are now available, too, but as an optional extra. The tech updates aren't just limited to infotainment, though. The blind-spot monitoring system will now apply a counter-steering force if it detects an object when the driver begins to merge. The optional adaptive cruise control now has an active steering feature that will keep the car centered in its lane on the highway. With the added technology updates comes higher prices. The base 25t four-cylinder F-Pace price goes up by $2,735 for a total of $45,825 with destination. The diesel-powered 20d jumps $2,475 for a total of $49,775. The 30t with the more powerful four-cylinder engine increases $2,475 to $51,275. The V6-equipped S has the smallest increase of $2,025 bringing its final base price to $62,825. The new SVR wasn't around last year, so it doesn't see an increase, but for reference it starts at $81,015 with destination.

Jaguar XE SVR to challenge M3, C63 with supercharged V8 power

Jaguar has a healthy powertrain range lined up for its new XE, including an array of four-cylinder engines and a supercharged 3.0-liter six that will, for now, serve as the range-topping offering in the XE S. But Car and Driver claims to have it on good authority that an even more powerful eight-cylinder version is in the works, as well. According to C/D, the XE's engine bay has been designed to accommodate the company's ubiquitous 5.0-liter V8 engine, which in the larger XF is offered in several states of tune, including the XF Supercharged with 470 horsepower, the XFR with 510 hp and the flagship XFR-S with 550 hp. Just which version (or versions) would be offered in the XE remains to be seen, but even in its lowest-spec supercharged form, the 470-hp version would already be enough to challenge the 425-hp BMW M3 and the base 469-hp version of the new Mercedes-AMG C63. If Jaguar wants to take on the C63 S, however, it will need to shoehorn in one of the more powerful versions. In the end, Coventry's new Special Vehicle Operations division may opt to offer two versions, like it does with the XFR and XFR-S. Expect the top version, however much muscle it packs, to wear the British automaker's new SVR badge. It just may take a few years before it does so.