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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 considers BMW X1 fighter

It's no secret that the sub-compact crossover is the next big thing in the auto industry. From the Mazda CX-3, Honda HR-V, and Jeep Renegade to the Mercedes-Benz GLA, Audi Q3, and BMW X1, automakers the world over are pushing hard to get a piece of this brand-new pie. Autocar is reporting that Jaguar could soon join the ranks of them. While the manufacturer is hard at work on the new F-Pace, this new CUV would slot in below and could even be priced under the new entry level XE sedan. "A family [of CUVs] is not confirmed but we are investigating it," Steven de Ploey, Jaguar's brand director, told Autocar. "If we want to grow, a compact model is the obvious opportunity. The arguments about this are twofold. It has to be a Jaguar in design and performance, and it would be a challenge to do this. The second is the business, both in terms of scale and competition." While the brand may be toying around with the idea of a compact CUV, de Ploey points out that there are a number of issues preventing a vehicle below the F-Pace. "You'd not just be competing with premium brands but high-end mainstream manufacturers, too. There are lots of other things we have to do before this, but we have opportunities and permission to play there," de Ploey said. "There is also a cost challenge. We'd need a different architecture. What we have is scalable, but that low? You'd really have to investigate taking it down. You need to tick the box with the business case." Related Video:

Next-gen electric Jaguar XJ could pack as much as 800 horsepower

A report in Car magazine puts more meat on rumors about the next-generation Jaguar XJ. As has long been expected, the flagship English sedan is still predicted to move to an all-electric platform. The report says the XJ could be the first to move to Jaguar Land Rover's new Modular Longitudinal Architecture (MLA) suitable for ICE, hybrid and battery-electric vehicles. That's the same platform that's supposed to be used for the XJ's twin, a more car-like Land Rover nicknamed the Road Rover by outsiders. The XJ could inherit I-Pace powertrain internals, with a couple of twists. The I-Pace hides a 90-kWh battery sending juice to two electric motors, one on each axle. Total system output comes to 394 horsepower and 512 pound-feet of torque. According to Car, the XJ could upgrade battery capacity to 100 kWh, and use it to power four electric motors placed at the wheels. Each of those motors could be rated up to 200 horsepower. This reads like pie-in-the-sky concept spec, but if Jaguar were to do such a thing, the XJ would immediately claim the power trophy among its luxury electric competition. Arguably the bigger question is when are we going to see it? Various corners have predicted a launch in 2019 for at least three years, and most recently just a year ago. Unless spy photographers have decided to ignore Coventry, we haven't seen a single mule or camo'd prototype, making the sedan seem no closer now than in 2016. What's more, Car's use of conditionals makes it sound like Jaguar hasn't nailed down the final specs. We know — or think we know — the XJ exterior will stick with the five-door liftback style. We get the feeling all else, as with so many things at JLR these days, is TBD. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.