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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.

2022 Jaguar F-Pace SVR Road Test | Enjoy the hot-rod SUV while it lasts

BIRMINGHAM, Mich. -- Jaguar has been steering away from sedans, which makes good business sense. With the demise of the XJ and XE, the company’s lineup is as taut as itÂ’s been in recent memory. ThatÂ’s OK, the F-Pace plays a lot of roles. ItÂ’s the most practical and best-selling Jaguar, and in SVR trim, itÂ’s the embodiment of the modern muscle crossover. In fact, it's a legit hot rod. This is our first chance behind the wheel of the SVR since it was updated for the 2021 model year along with the rest of the F-Pace lineup. In short: the powertrain is slightly torquier, the brakes and suspension are bolstered, the cabin gets JaguarÂ’s Pivi Pro infotainment, and the front end is tweaked with new headlights and body work. ItÂ’s subtle. Driving the F-Pace SVR is anything but. The product of JaguarÂ’s Special Vehicle Operations (SVO), the SVR is a series of visceral experiences, some of them raw and adrenaline-inducing, some of them surprisingly calm. In Sport mode the Jaguar shifts quicker to accelerate harder and the full-throated roar of the exhaust is on display. In Eco or Comfort modes, things are chiller, but I still usually cued up the active exhaust system, which can be switched off and on with a button near the gear shifter.  The supercharged 5.0-liter V8 is old-school, fierce and one of the reasons you buy this Jaguar. With 550 horsepower and 516 pound-feet, itÂ’s firmly in the upper class among performance-oriented SUVs, and the 3.8-second sprint to 60 mph is impressive for a compact crossover thatÂ’s on the larger size for the segment. While the V8 is a quickly disappearing throwback, Jaguar hasnÂ’t used it as prolifically as American or German luxury brands throughout its 100-year history — often skipping from six to 12 cylinders — depending on the car and the time period. Driving the F-Pace SVR with its supercharged eight cylinders is to experience the apogee of JaguarÂ’s 2010s pivot to V8 muscle, before the brand transitions to electric vehicles by the end of the decade. It's best to live in the present in the F-Pace SVR. On a wide-open Saturday morning, I dial up Sport Mode, crack the windows to let in the exhaust note and set out for a day trip to visit family on the other side of town. With the snow disappearing on this warm late winter morning, I make the most of a fleeting opportunity to push the F-Pace a bit, with quick launches and enthusiastic acceleration into open gaps on the expressway.

Jaguar considering lightweight F-Type Club Sport?

In the market for a Jaguar F-Type? Then let us commend you, first of all, on your good taste. But you've got a difficult decision ahead of you: Do you go for the power of the V8 or the lighter weight of the V6? It's a tough call, even if the ~$30k range in price from the entry model to the flagship doesn't phase you.
Well, to make the decision easier (or potentially more difficult), Jaguar is said to be looking into yet another tempting option: that of a lightweight Club Sport model. Tipped to be based on the coupe (and not the heavier roadster), the F-Type Club Sport would allegedly shed a good 400 pounds or so off the curb weight, not so much through the removal of one component or another but through a "holistic" approach that would call on all aspects of the car to play their part in ditching excess weight. That could mean everything from carbon-fiber body panels to a stripped-out interior denuded of sound-deadening materials and creature comforts, says Auto Express.
In developing the rumored F-Type Club Sport, Jaguar is apparently facing a similar dilemma to what buyers are pondering: will it base the track-focused model on the top-of-the-line F-Type R, with its 5.0-liter supercharged V8 driving 542 horsepower to the rear set of lighweight alloys but weighing down the schnoz? Or should it try to get more power out of the lighter 3.0-liter supercharged V6, which currently nets 340 hp in base form and 380 in S spec? Let Jag know what you'd do by leaving your thoughts in Comments.