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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 F-Pace SVR with 550 horsepower headlines 2019 F-Pace refresh

Jaguar has introduced the lightly refreshed F-Pace for 2019. The regular models are updated with better infotainment and interior touches, but the big deal is the SVR version with its 5.0-liter V8 engine. We already saw the F-Pace SVR at the New York Auto Show, and it will now be available as a 2019 model. The supercharged V8 engine with a variable valve active exhaust system produces a whopping 550 horsepower and a touch over 501 lb-ft, hitting 60 mph in just 4.1 seconds. The SVR's top speed is 176 mph, and it's priced from $79,990. The entire gasoline-powered F-Pace lineup gets exhaust particulate filters, even the SVR. Jaguar says the ultrafine particle trapping system is regenerated every time the driver lifts his foot off the throttle. Jaguar does say the setup is market-specific. There are also larger, 21.66-gallon fuel tanks for the 250- and 300-horsepower Ingenium I4 cars, the 380-hp V6 version and the SVR, to improve range. There's now adaptive cruise with steering assist, which operates between 0 and 112 mph, and emergency braking and lane-keeping assists are standard as well as a driver condition monitoring system and a rear camera. Safety tech has also been packaged into optional safety packs, called Park Pack, Drive Pack and Driver Assist Pack; the third of these combines the earlier two and adds adaptive cruise with steering assist. The 10-inch infotainment touchscreen is standard, and Jaguar now offers new, 14-way adjustable "slimline" sports seats as an option. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Featured Gallery 2019 Jaguar F-Pace View 11 Photos Image Credit: Jaguar Jaguar SUV Luxury

Jaguar F-Type pitted against Porsche 911 Cabriolet by Tiff Needell

You knew it wouldn't take long and it looks like EVO is first onto YouTube with a battle between the 2014 Jaguar F-Type and the 2013 Porsche 911. Tiff Needell spends a few laps warming up the tires (read: drifting like mad) in each droptop before getting in a timed run to see who's champion and who's second best.
Before the bell rings, its the Porsche that's got everything to lose, the 50-year-old era-defining sportscar getting on with a 3.4-liter flat-six, 350 horsepower, a seven-speed manual and a 3,197-pound curb weight. Other sportscars, like the F-Type, continue to eye the 911 like a flag atop Everest that they plan to first touch, and then rip from its socket. The mid-trim Jaguar rolls into the contest with a 3.0-liter supercharged V6 with 380 hp, an eight-speed automatic with paddle shifters and a curb weight of 3,521 pounds.
The video below shows you what happens when you let all those numbers fight it out on the same stretch of curvy track. Check it out.